Research On The Marketing Strategy Of Liaocheng JBC Steel Pipe Company

Over the years,accompanied by the rapid development of China's economic construction,various types of infrastructure projects in China have continued to increase on a large scale.As results,the basic building materials steel production industry was promoted in a rapid expansion and all kinds of steel products sell were well in the domestic and international markets.During this period,steel production and supply and marketing were booming.On the one hand,it satisfied the demand of the rapid growth of China's national economy and the development of the world economy.On the other hand,it also led to the rapid expansion of China's steel industry production scale,and its production capacity increased rapidly.However,as the impact of the world economic crisis in recent years has been transmitted to China and under the new macroeconomic normal operating environment,the market demand for steel products has dropped substantially,and the homogenization of the products supplied by the steel suppliers and the overcapacity problems have led to fierce competition in the steel sales market.However,the homogenization of supply side products and overcapacity problems caused by steel sales competition in the market situation is fierce.Each steel manufacturer sells the competition method from different ways.In order to strengthen the market competition ability of enterprise,and guarantee the survival and development of this enterprise,some of them adopt the competition strategy to promote the differentiation of marketing products from the product level,while the others adopt modern marketing means to expand the marketing strategy of sales channels.This article will take Liaocheng JBC steel tube company(hereinafter referred to as JBC company)marketing activities as the background,discusses how to improve the sales decline of JBC company in recent years due to the neglect of after-sales service,the low competitiveness of products and the lack of innovation in sales.In this paper,based on PEST theory,STP theory,and 4P,4C,4R theory and other marketing related theories,on one hand,we analysis the market environment from the macroeconomic environment,industry operating environment,micro product sales.On the other hand,analysis the internal marketing work combined with SWOT analysis method,analyze the status,advantages,disadvantages,opportunities and threats of JBC's product sales market.And then,find out the existing problems of JBC company in the current market work,and further analyze its causes.What's more,we selected out the strategy of JBC company from the brand strategy,price strategy,channel strategy and service strategy.Finally,we put forward the corresponding improvement plan and the corresponding implementation safeguard measures which were expected improve the JBC company's marketing performance to provide help,and provide reference for similar enterprises.