Marketing And Strategy Analysis Of S Steel Company

At the beginning of the 21 st century,China's iron and steel industry ushered in the spring of development.The country engaged in large-scale development and construction,real estate,automobile and railway developed vigorously,the national economy leaped rapidly,and GDP maintained rapid growth.In 2008,with the outbreak of the global financial crisis,China's steel industry has also seen a precipice style underground drop.Around 2014,China's iron and steel industry has entered a "severe winter",many problems such as steel overcapacity,unbalanced supply and demand,and irregular market competition have emerged,and the industry is facing a severe test.In such a bad market environment,in 2016,the state carried out supply side structural reform,adjusted the structure of the steel industry,adjusted the extensive development of the steel industry in the past to moderate scale and high-quality development,closed some high emission and high pollution enterprises through the transformation of new and old kinetic energy,and launched a "blue sky defense war".After the efforts in recent years,China's economic development began to pick up,the steel market has been significantly improved,the utilization rate of resources has been significantly improved,and the economic benefits of enterprises have begun to improve.With the steel market becoming more and more active,the market environment is becoming more and more complex,the product sales channels are more and more diverse,the product varieties are more and more rich,the demand for products is also beginning to change to the direction of higher quality requirements and more refined technology.Under the policy control of the state's capacity reduction and structure adjustment,the marketing strategy of the market is in the critical period of adjustment.Facing the fierce competition market and the constant change of consumer demand,s steel company needs to analyze the current market operation situation,find out the problems encountered in the company's current development,and scientifically formulate the company's marketing strategy to start the transformation and upgrading.The company uses its own advantages to find opportunities in the market,improve its strength,meet the test of new market changes,better achieve its business objectives,meet the challenges of the international market,and realize its sustainable development.Therefore,this paper makes an in-depth and detailed study on how to make a more scientific and reasonable marketing strategy for s Iron andsteel company,which is of great practical value for the future research on the marketing strategy of iron and steel enterprises.In this paper,s Steel Company's product marketing strategy as the research object,with the help of marketing theory and related literature,the marketing mix strategy that should be adopted by the current company is analyzed in detail.First of all,the paper analyzes the current marketing situation of s Steel Company.Secondly,combined with the characteristics of the enterprise,using SWOT theory and marketing mix theory,this paper analyzes the existing problems and causes of the marketing situation,and based on the above analysis,uses STP method to segment the market,selects the target market of the company,and puts forward the combination scheme of the current company's marketing strategy.Finally,in order to ensure the effective implementation of the company's marketing strategy,the paper puts forward the guarantee measures for the implementation of the marketing strategy,and expounds the conclusion of the whole paper.