Study On Channel Integration Of V-steel Company

After China's accession to the WTO,China's iron and steel industry is growing at a much faster rate than the global average.As one of the world's largest steel production,consumption and export countries,China's status in the world's steel industry continues to improve.40 years of reform and opening up,China's iron and steel industry has made great achievements,but also accumulated a large number of problems that need to be solved.After the onset of the global financial crisis in 2008,the steel industry slowed down,the steel industry's GDP and sales revenue maintained a growth rate of 18%,but the steel industry profit margins continued to decline,well below the the average profit margin of national industrial enterprises,which is 6%.The whole industry is in its hard time.Iron and steel enterprises,as the center of the steel supply chain,has long been focus on improving its productivity.In the era of shortage in steel resources,those limited resources of iron and steel enterprises are poured into scale expansion,which caused the current situation of excess production capacity.The production line layout,product specifications and marketing methods of major iron and steel enterprises are highly homogeneous,moreover,the traditional product,cost or even brand-centered differentiation strategy is difficult to maintain competitive.While the iron and steel enterprises are having their hard time,China steel circulation field is full of vitality.With the development in both demand and new technology,iron and steel e-commerce is sprung up.The steel e-commerce plays a vital role in integrating traditional middlemen,improving the concentration of circulation and the efficiency of steel trade transactions.But as an industrial,users' demand for steel requires more service than just having a fast access to commodity information and transactions through the website,for example,they may need a series of offline and efficient supporting service from material selection to shearing,processing,warehousing,distribution and financing.Only by the whole channel integration of Internet +,steel is able to get rid of the high inventory,long cycle of traditional steel.By integrating channels online and offline,information technology can drive the supply chain of big data for the intelligent manufacturing of iron and steel enterprises to provide a new perspective.Channelintegration has potential future profit growth points in the steel industry.Therefore,based on the analysis of marketing channels and channel development theory,this paper makes a comparative analysis of steel circulation patterns at home and abroad,carries out case analysis on the channels of steel enterprises in several industries,takes V's iron and steel marketing channels as the research object,and puts forward the idea of channel integration and building iron ecological circle through gap analysis.The Internet,big data,cloud computing and other tools are profoundly affecting,transforming and reconstructing traditional industrial fields.Facing the great changes of The Times,the channel reform in the iron and steel industry and the implementation of channel integration and integration strategy are conducive to promoting the evolution of iron and steel enterprises from the traditional unilateral economic model to the platform economic model,so as to strengthen the sustainable competitiveness of enterprises.