Research On The Marketing Strategy Of HJ Steel Company’s Coated Plate In International Markets

The current situation of long-term oversupply of steel production capacity in China has led more and more Chinese steel companies to seek overseas markets,but in recent years global steel prices have shown a weakening trend,and the price difference between domestic and abroad has gradually narrowed.In 2021,China abolished the preferential export tax rebate policy for steel products on a large scale twice,making steel products no longer have a competitive price advantage in the international market.Overseas buyers are gradually shifting their procurement targets to countries such as Southeast Asia,seeking low-lying steel resources with high quality and low prices.The soaring sea freight prices,port operation congestion and space shortage caused by the global epidemic have further aggravated the difficulty of steel export.Under the background of China’s "carbon peak,carbon neutral"policy,steel export is bound to win by price,to rely on quality and service to gain a competitive advantage.This paper takes HJ company,a private steel company producing coated steel plates,as the research object,collects the sales data and business status of HJ company in recent years,analyses the external marketing environment of coated plates using PEST analysis and Porter’s Five Forces Model,and then uses SWOT to analyze its own strengths and weaknesses,external opportunities and threats,and proposes a ST diversification strategy suitable for its development of emerging markets.Based on the analysis of the current situation of products,prices,places and promotion strategies,it is pointed out there are many problems in HJ’s international marketing,such as low added value of a single product,low overseas brand awareness,lack of a full-chain product services,imperfect pricing methods,narrow marketing channels and outdated promotion methods.In order to solve the problems existing in the current international marketing,the STP marketing strategy is used to segment and select the downstream industries,overseas geographical regions,customer types that match the HJ coated plates.Finally,the construction and hom appliance manufacturing industries are selected as the target industries;Select South Africa and Central and South America as target markets,and Canada and Australia as the second important target markets;The target customer group selects end users and end inventory traders,and the target market is positioned to "high-end coated steel sheet which can provide quality warranty".In order to match existing resources with the target market demand,we propose product strategies to improve product quality,develop new products,creat product brands,optimize product packaging,provide moderately value-added products,and improve the service system;A price strategy of optimizing quotation timelines and differentiated quotations;A comprehensive channel strategy of optimizing existing channels,setting up overseas offices and developing cross-border e-commerce;A combination of promotional strategies of attending exhibitions,regular personnel visits,advertising and network publicity combined promotion strategy.Finally,the company’s upgraded international marketing strategy will be successfully implemented through the improvement of the corresponding support measures.The purpose of this study is to help HJ to break the current international marketing dilemma and develop an optimal marketing mix strategy,hoping to use HJ international marketing as an example to provide some reference significance and value to more private coated steel companies in the same situation as HJ to develop overseas emerging markets.