Research On Optimization Of Marketing Strategy Of M Steel Company

With the rapid development of China's economy,the steel industry has ushered in development opportunities,and the domestic market demand for steel products has increased,resulting in the emergence of a large number of steel companies in the country and intensified competition in the domestic market.Company M is a steel production company with a late development time.In the early stage,it mainly produced products with low technical level and occupied a small market share.However,with the expansion of the scale of M company,the increase in the number of customers,and the diversification and personalization of the demand for products,M company needs to change the current marketing strategy to improve the competitiveness of products and accelerate the development of the company.The change of the domestic steel industry market environment has brought opportunities and challenges to the development of M company.M company needs to seize this opportunity,innovate new products,improve M company's overall competitiveness,and help M company to attract more consumers.This paper takes M company as the research background,adopts PEST,Porter's five forces model and 4P marketing theory to study its marketing strategy,firstly introduces the basic situation of the company,and on this basis,studies the macro environment and micro environment of M company,The macro environment is studied from four aspects: politics,economy,society and technology,and the micro environment is studied from three aspects: the company's interior,consumers and major competitors.Combined with the marketing environment of M company,SWOT analysis is carried out to find out the advantages of the company.,Weaknesses,Opportunities and Threats.Secondly,the current situation of product marketing of M company is studied,and it is found that there are few product types,lack of diversified products,low R?D capability,lack of excellent talents,serious defects in product pricing,narrow sales channels,backward promotion methods,and single promotion form in product marketing of M company.Through in-depth research on the problems,it is found that the main reasons for the problems of M company are lack of market research and analysis,outdated innovative ideas,imperfect reward mechanism,backward pricing system,unscientific formulation of marketing channel strategies,and awareness of promotion concepts.Poor,not paying enough attention to promotion strategy,etc.According to the above problems and reasons,the strategy should be optimized from several aspects,such as re-positioning of products,developing new products,implementing differentiated pricing,building new sales channels,changing the single promotion situation,and improving the promotion mix.Finally,in order to ensure the smooth implementation of the marketing strategy,from To further improve the company's system construction,build a first-class product marketing team,pay attention to after-sales information collection and maintain the integrity of the enterprise to develop safeguard measures.The optimization of M company's marketing strategy is conducive to the company's product marketing activities,improving product competitiveness and economic benefits,and can also provide reference and reference for other companies' research on product marketing.