Research On Marketing Strategy And Tactics Design Of PX Iron And Steel Company

Steel industry is an important pillar industry of China's economic development,after years of excessive expansion,has appeared serious surplus.As an important part of the steel industry,the stainless steel industry,like the entire steel industry,has experienced serious overcapacity after more than 20 years of continuous expansion.In recent years,the PX steel company,which specializes in stainless steel production,has seen its market share decline,profit decline and inventory overstocking.After investigating the current situation of the PX company,it was found that the mistakes of the PX steel company in the marketing strategy were the main reason for the poor sales and declining profits.It is mainly reflected in the following aspects:in terms of sales channels,it still follows the sales mode dominated by distributors more than ten years ago.The sales proportion of distributors exceeds 60%,which is highly dependent on circulation.There is no increase in product types,and 304 steel is still the main type,accounting for more than 70%,which is a serious homogeneous competition with competitors.In terms of price,it continues the price model of average price more than ten years ago,which seriously hinders the development and sales of direct users.In addition,after the investigation,it was found that PX steel company was not clear in the determination of the target market and the market positioning,which also led to the lack of innovation in the sales mode of PX steel company in the past ten years.In the face of such a series of problems,combining the STP theory and 4P theory of the school,this paper USES PEST analysis method,SWOT analysis method and other methods to analyze and sort out the external business environment and internal actual situation of PX steel company.Through analysis and arrangement,the marketing strategies of PX steel companyin the later stage are as follows:to promote "expanding sales of differentiated products","enriching pricing model","optimizing sales channels and expanding sales volume of e-commerce platform".The specific content is to expand the sales of differentiated products:by developing and expanding the sales of new products and high value-added products,reduce the homogenized competition of ordinary 304 steel types.Rich pricing model:according to customer needs and market changes,add "combination of time and present" and other models to promote the development and sales of users.Expand sales on e-commerce platforms:expand sales on e-commerce platforms by means of"competitive selling" and get rid of excessivedependence on sales by agents.It is expected that through the implementation of the marketing strategy and strategic design of PX steel company,PX steel company can improve its sales competitiveness,effectively reduce the sales pressure,increase the sales price and increase the profitability.In the future competition in an invincible position.