Research On YG's Medium And Thick Board Marketing Strategy Improvement

The steel industry is an important symbol of a country's industrialization.In recent years,my country's medium and heavy plate industry has developed rapidly,and several medium and heavy plate production lines have been put into operation,making my country's medium and heavy plate overcapacity increasingly obvious.With the slowdown in downstream industry demand and severe overcapacity,the competition among plate manufacturers has become increasingly fierce.How to survive the cruel market competition poses a challenge to the marketing of every plate factory under the new situation.This thesis selects YG's plate products as the research sample.The current competitive situation of the whole steel market is analyzed and combined with the new market competition environment and development trends,the internal and external environments of YG's products are analyzed in depth.It is found that its current marketing problems are mainly due to the single product structure,the lack of customer segmentation,the imperfect risk assessment system,and the lack of innovation in promotion methods.After that,using the PEST method to analyze the external environment of YG's steel marketing on politics,society,economy and technology.Based on the analysis,STP marketing theory was used to subdivide and position the plate market that YG faces.After that,based on the results of the analysis and the target market confirmed by STP,combined with the use of 4P marketing theory,a combined marketing strategy for YG's plate products in each region was formulated.From the product strategy,product portfolio strategy should be formulated to strengthen new product development and expand.Brand advantages,etc.;in terms of price,it is necessary to follow the overall pricing principle and adopt different price strategies for distributors and end customers;in terms of promotion strategies,it is necessary to increase the intensity of advertising and marketing,and provide different support schemes for payment method.Finally,corresponding safeguard measures are proposed.This thesis is based on a specific case analysis of YG's medium and thick plate product marketing status,hopes that it can provide practical and targeted suggestions for the subsequent promotion of YG's product marketing,and at the same time provide a reference for the formulation of marketing strategies of other companies in the same industry.