A Research On Marketing Strategy Of ZENITH

This dissertation,as the author hopes,can provide reference for the reform,upgrading,and exploration of ZenithSteel Group Co.,Ltd marketing strategy.In China,80% of the production capacity of the iron and steel industry is dominated by state-owned enterprises.How private iron and steel enterprises survive in the crack is a problem faced by ZenithSteel Group Co.,Ltd.Therefore,there is an urgent need for ZenithSteel Group Co.,Ltd to embrace Chinese-market-compatible marketing theory to guide their practice.It draws a conclusion on the marketing strategy of ZenithSteel Group Co.,Ltd after analyzes using theory of PEST,STP,the marketing theory of 4Ps,Michael Porter five forces model and SWOT.It is found that ZenithSteel Group Co.,Ltd to provide quality customer service and customizable marketing strategy are two magic weapons.However,its marketing strategy also has many shortcomings,such as single product structure,inadequate market segmentation,unitary marketing mode,and imperfect customer risk assessment system.It is suggested that ZenithSteel Group Co.,Ltd should adopt the marketing theory of 4Ps,pertinently expand product line,reposition some products and construct reasonable and scientific supply chain.As long as ZenithSteel Group Co.,Ltd continues to provide good services to customers and maintain its own technical advantages,it can stand unbeaten in the fierce market competition.