The Research On Marketing Strategy Of H Steel Company In ASEAN Market

The steel industry is an important basic industry in China's national economy.As the world's largest steel sales country,China's steel exports volume has consistently ranked first in the world.However,in recent years,Chinese steel enterprises have been faced with many problems,such as domestic market saturation,overcapacity,meager profits,environmental protection and other issues.With the development of economic globalization,exploring the international market has gradually an indispensable method for steel companies.With the complex and changeable international environment,facing the fierce competition,Chinese steel enterprises must find suitable and effective marketing strategies.ASEAN countries are generally faced with insufficient steel production capacity and weak infrastructure.With the rapid economic development in recent years,the local market of ASEAN is releasing huge demand for steel products.As a key region of the Initiative of "One Belt and One Road",with the stable development of the China-ASEAN Free Trade Area,ASEAN provides new opportunities for Chinese steel companies to further explore overseas business.This reaserch takes H steel company as the research object,under the guidance of marketing theory,from the perspective of the "4P+S" marketing strategy,using literature method and case analysis method to analyze and optimize the ASEAN marketing strategy of H steel company.First of all,this paper introduces the basic situation of H steel company,analyzes its marketing status,and points out the problems existing in the current marketing strategy.Secondly,using marketing environment analysis tools to analyze the macro and micro marketing environment of H steel company in ASEAN market,with SWOT theory to integration analyze the advantages,disadvantages,opportunities and threats.Thirdly,with the previous analysis,redesign the ASEAN marketing strategy of H Steel Company,used STP theory to segmenting the ASEAN market and evaluate each sub-market,then select Vietnam and Philippines as the target markets,and positioned from the perspective of service differentiation.Finally,combined with the above analysis,This paper proposes suggestions for improving H steel company's ASEAN marketing strategy from five aspects.Namely,Product strategy,expand the product portfolio and optimize the proportion of products;Price strategy,stabilize product prices and implement differentiated quotations;Distribution channel strategy,upgrade B2 B platform and establish overseas agents;Pormotion strategy,improve exhibition planning and onling advertising;Service strategy,Improve in-sale service,strengthen after-sales service and customer relationship.In the meanwhile,this paper also puts forward that H steel company should pay attention to improve company management,strengthen marketing team training,improve the incentive system and reinforce the risk management,etc.