| Alloy-steel for high temperature and high pressure is a kind of top product in steel industry. The outstanding characteristic and performance of this material is widely used in military, power, petroleum,aviation and chemical industry, especially in the piping system of supercritical and ultra supercritical power plant.Even though our national companies are able to product most kinds of the alloy steel, but the quality and output can’t support and satisfy the marketing and the clients demands. Nowadays, more than 90% of supercritical and ultra supercritical alloy-steel has to import from Europe, USA and Japan. For national alloy-steel companies, how to reverse the passive situation is an urgent problem. Facing to the international competition the national alloy steel company survival environment is getting harder and harder. At present, innovation of high-end production and improvement of sales model are very urgent and important for them. How to found an efficient and suitable sales model, based on the situation of Chinese alloy steel marketing, is a topic for the participator.Since the financial crisis in 2008, the investment in power plant marketing increased slowly. For national alloy steel companies, the cost advantage has been weaken by the international competitors. So the comprehensive competitiveness is key factor to survival in china alloy steel market. Till now the core technology of smelt and processes are controlled and developing by international group companies. The national companies follow the step what product is import, we study it and then manufacturer it. At this Situation, the profit margins left for native companies is getting smaller and smaller, they need to find a new way.For the native alloy steel enterprises, they should pay more attention on what the international competitor are researching and why they do like that.We should study their strategy not only in innovation of new product but also in their sales model, and then win the final victory in the fierce competition in the marketThis article introduces the competition environment of alloy steel market in China, and how the international company succeeded. Review the case and refine the behavior of sales can help the native companies survival and upgrade in the future.Through the analysis, pointing a new sales model based on consultative selling to upgrade the traditional sales model in alloy steel market. The result of the study is useful and referenced for other industrial companies. |
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