A Study On The Marketing Strategy Of BW Group Automobile Plate

With the establishment of China Baowu Steel Group,China's iron and steel enterprises have entered a new development period.And the competition among steel enterprises is increasingly fierce.Especially in the competition of high value-added products is very cruel.Therefore,for iron and steel enterprises,how to innovate their marketing strategies and expand their sales performance,has become the primary problem to be solved.Under such a research background,this paper takes BW company as the specific research object,and conducts an in-depth study on the marketing strategy of the company's automotive board products.This paper firstly introduces the development situation of China's steel industry and the competitive strategy of BW company,analyzes the competitive environment of steel products with EFE matrix,and further analyzes the market competitive situation of steel for automobile plate with porter's five forces model,and then discusses the source of.competitive advantage under the new situation.In addition,this paper uses SWOT to analyze the marketing status and strategy matching of BW company's automotive plate,and find out the exist:ing problems in the marketing strategy of BW company.Finally,the paper discusses the improvement of marketing strategy of automobile board.Through the research in this paper,the marketing strategy of BW company's automobile plate needs to be oriented by the 4C combination.And this consumer orientation is mainly reflected in the needs of consumers,the costs they are willing to pay,convenience and communication.The specific 4P marketing strategy mix includes:from focusing on production to focusing on quality product strategy,from focusing on immediate interests to focusing on long-term win-win price strategy,from focusing on sales to focusing on service channel strategy,from focusing on internal interests of enterprises to focusing on the common development of downstream enterprises promotion strategy.