The Research On The Steel Market Development Strategies Of Shanghai Bao Wang Industrial Co., LTD

Since the financial crisis in2008, with the shocking price of the steel, the seller’s market times have gone by, followed by intense steel market competition and changeable market quotations. Especially since the second half of2009, the establishment of steels’ future market has increased the fluctuation. Facing the reality, agents have to take how to change their development patterns into account and develop a new marketing mode to meet intense market competition. The paper analyze the existing steel market, find the suitable develop road for Baowang industrial Co., LTD.. It is helpful for the growth of the company’s profits steady and sustainable development, and provide references for other steel traders and commodity traders, thus they can cope with the market impact effectively.This paper firstly makes a detailed introduction and analysis of marketing4Ps-4Cs-4Rs, market subdivision and SWOT analysis theory. Then, through in-depth investigation of the currently steel circulation field status and combined with business experience, aiming at Shanghai Baowang’s problem of flourishing company market expansion, applying SWOT analysis theory, it analyses the present situation of the company and the company’s existing problems in marketing strategy, finds the new improving ways and form a new marketing mode. Then it analyses the new marketing mode’s feasibility and superiority from all aspects. Secondly, Shanghai Baowang is fractionized by the market, locks up the target market and chooses the scheme. Last, brand strategy, structure optimization strategy and futures hedging strategy are studied and it manages to make the choice of the development strategy.The new marketing mode this paper advised is not only for the Shanghai Baowang industry Co., LTD., but also for other companies in the same trouble. It provides the references for steel trade circulation industry to overcome the difficulties smoothly. While steel trading is a typical circulation in industrial chain, its new development mode can also be applied to other similar commodities, such as copper, soybeans, etc.