The Marketing Strategy Research Of Guangxi AZ Industry And Trade Company

the steel industry is an important basic industry of the national economy, a supporting industry to achieve industrialization, a technology,capital, resources, energy-intensive industry.the development of the steel industry needs to consider internal and external conditions. With the development of China’s economic, planned economic system strange into a market economy, the steel industry —production of raw materials——also stranges from a seller’s market into a buyer’s market now,facing the significant challenges. With the intense competition in the market, A growing number of steel enterprises using forward integration or backward integration strategy, even expanding sales channels in order to squeeze the profits of the steel industry further so that can occupy a place in the steel industry. However the steel industry in China is overcapacity, the government introduced a series of regulatory policies, the steel industry is also facing reshuffle restructuring, how to break in such a competitive environment,, mainly rely on the successful marketing strategy.This article is mainly through thinking the domestic and international marketing idea,combined with the actual situation in Guangxi AZ Ltd. through my own practical experience and experience of marketing management, in order to establish a complete portfolio of targeted marketing strategies.All datas and materials in the artical come from the company’s internal information and industry data. On this basis, take in-depth investigation of the marketing environment faced by AZ enterprises,Analysing AZ enterprise’s inter and extener environments using the PEST and SWOT analysises to sum up the company’s strengths, weaknesses, opportunities and threats for the basis of AZ’s marketing strategy.This artical develop the suitable unique combinations of marketing strategies for AZ on the 4P’S and 4C’S perspective---Products+ customer strategy, Pricing+ cost strategy Place+convenice strategy,promotion+communications strategy.lt is not only conform to the traditional marketing methods,but also the development of AZ.On this basis,this artical also presents the corresponding protection measures to implement the marketing strategy of AZ company effectively.This article uses the modern marketing concepts and methods to discuss AZ’s marketing problems and proposes appropriate marketing strategies, at the same time provides some suggestions for China’s steel enterprises taking marketing campaigns effectively.