Study On The Marketing Model Innovation Of Iron And Steel Trade Enterprises Under The New Competitive Environment

In recent years, the rapid development of the global economy, competition in all walks of life.Since China’s accession to WTO, the steel industry will usher in a wave of a new round of development. For a time, steel production soared, and began to appear the phenomenon of pile up in excess of requirement. At present, competition between iron and steel enterprise become increasingly fierce, especially the steel market is complex and changeable. In the competition situation, enterprises are faced with the challenge of vital importance. How to adapt to market changes, how to meet the needs of customers, how to occupy the commanding point in the market competition, each enterprise must consider the problem is. In order to gain a firm foothold in the steel market, a perfect marketing strategy and close to the marketing mode of enterprises is an important guarantee to realize the goal of marketing. So the research has a certain application value in the research of the problem of the steel trade enterprises marketing innovation under the new competition environment.In this paper, through in-depth discussion and Analysis on the present situation of iron and steel industry and the innovation of marketing mode of iron and steel trade enterprise environment and countermeasure, pointed out the direction and the necessity of the transformation of the steel trade enterprise marketing mode, and analyzes the drawbacks of the current marketing model brings. This paper is divided into 7 chapters. Among them, the first chapter is the introduction; the second chapter is the summary of the marketing pattern and innovation; the third chapter is the analysis of the steel trade enterprises are facing new competitive environment; the fourth chapter is the analysis of the steel trade enterprise marketing mode in the new competitive environment change; the fifth chapter is the countermeasure of innovation of marketing mode of iron and steel trade enterprises under new competitive environment; the sixth chapter is the case analysis of B steel trade enterprises: practice and exploration of marketing mode based on innovation; the seventh chapter is the conclusion and prospect.Therefore, in the new competitive environment, enterprises to actively participate in the reform of the innovation of marketing mode, based on the marketing concept, marketing management system, marketing organization and structure and the innovation of the enterprise culture, so as to achieve the enterprise in the new competitive environment create suitable for their own marketing mode.