Research On Marketing Strategy Optimization Of ZT's Special Steel Products

Since the reform and opening-up,China's economy has maintained rapid growth for a long time,and the iron and steel industry also booms with the economic growth.After entering into the 21 st century,as China's national strength increases and Chinese people's living standard improves continuously,many industries prosper in high speed,like real estate,automobiles,home appliance,construction machinery,high-speed rail,shipbuilding and petrochemical industries,which use lots of steel and special steel.So Chinese special steel industry has ushered in the good development opportunity.Many large traditional iron and steel enterprises come into the field of special steel through merger and reorganizations of special steel enterprises,or through construction of special steel production lines directly,in order to achieve full coverage of steel products.Although more and more steel enterprises involved in special steel,the road of development is not all plain sailing.Because of the different requirements of downstream customers for special steel products,many enterprises' quality requirements for special steel are far beyond the general national standards.Special steel enterprises need to constantly explore,research and innovate in the production process,and constantly break through technical restrictions,so as to meet the increasingly strict requirements of high-class customers.Innovation itself requires a process of continuous accumulation of technologies,but easier said than done.In addition,the state has increased the regulation and control of steel industry in recent years.As steel capacity reduces,the living conditions of steel enterprises have improved significantly,so it's no longer urgent for them to transform and upgrade to special steel.Though after some years of development,many special steel enterprises can only produce some basic special steels.The low-level restructuring of special steel industry led to the fiercer competition in low-level special steel indeed.ZT steel group is in the transition from producing common steel to special steel.In recent years,the company's special steel production capacity increases through constructing special steel lines,and the variety of special steels becomes rich,also the popularity of company has been increasing in special steel.But it still encounters some bottlenecks in the process of moving towards first-class special steel enterprise.Based on a large number of literature researches and classical marketing theories,this paper makes a deep analysis of the whole marketing environment of ZT Special Steel from the macro political,economic,social and technological environments to the micro environments including suppliers,competitors and customers.Then analyses the present situation of the current marketing strategy of special steel through the STP target marketing strategy and product strategy,price strategy,channel strategy,promotion strategy.Through customer satisfaction surveys and contrast with leading enterprise in the special steel industry,problems are analyzed in detail,and the optimizing schemes are proposed one by one.Finally,a series of measures are proposed in the aspects of organization,human resources,mechanism and information system to provide guarantee for the implementation of the optimization schemes.This study not only plays a guiding role in the transformation and development of ZT Steel to special steel,but also plays certain enlightening role in the high-quality development of other special steel enterprises,so that they can go more smoothly on the road of special steel.