Study On Marketing Strategy Of SMLS Products Of CDGF Co.,

It is the middle and later stage of industrialization development of our country,steel demand is huge,but the status quo of China's steel overcapacity,unreasonable industrial structure,leading to the steel industry losses continue to increase.Seamless steel pipe accounts for about 4% of the iron and steel products,seamless steel pipe,it is the hollow steel pipe made by the whole piece of metal and the surface without welded seam,mainly used for petroleum geological exploration and transportation,petroleum chemical industry pipe,boiler tube,bearing pipe and auto,aviation and military purpose with high dimensional precision etc.This thesis analyzed the characteristics of CDGF company itself and the industry competition situation,based on the relevant theoretical knowledge of marketing management,explored and studied the theories to solve the problem of state-owned iron and steel enterprises' marketing and practical measures,and discussed the relevant data analysis,researched the seamless steel tube products marketing positioning of domestic and international market.Mainly interpreted CDGF company from the aspects of market positioning,market strategy,by using such means as SWOT analysis,STP analysis,comparative analysis and other methods.Based on its different products' features,formulated the corresponding marketing strategies.Using the innovated theories and methods of marketing,analyzed the main content of marketing innovation of the large-scale steel enterprises under the New Normal and its influence on enterprise competitiveness.And put forward the new opportunities and new challenges of marketing will face with in the future,laid the foundation of the marketing innovation with practical experiences and continued Omni-Directional marketing innovations.The paper introduced CDGF company's history and the status-quo firstly,and on the basis of it illustrated the market positioning of this company.revealed the reality of Industry decline in demand,severe overcapacity,and the international trade friction intensified are facing.And analysisd disadvantages of CDGF compared with the rivals,such as the logistics cost,management cost and etc.Secondly,to solve these problems,endowed the new connotations with the four core elements: "Product","Price","Place" and "Promotion" of 4Ps marketing theory,and through the establishment of effective marketing system,to elevate the competitiveness of seamless steel pipe on the market and increase the market share of CDGF,enhance the brand value,finally to achieve the strategic goals of the enterprise.And drew the conclusion that more specific market segmentation and market positioning is the foundation of the healthy development of the product brand,and the marketing strategy of focusing on the customers' requirements is to ensure the realization of the market positioning smoothly.