Research On Medium And Heavy Plate In Marketing Strategy Of Hansteel

The development of iron and steel industry in China has experienced twists and turns in the past ten years.From the peak of supply and demand in the market before 2008 to oversupply afterwards,the entire industry has suffered losses.From the government’s "supply-side reform" in 2015 to 2017,the reform achieved significant results,and industry profitability improved significantly.The transformation of the steel industry has been ongoing.In the past two years,Baowu Group has exceeded 100 million tons of production capacity through mergers and acquisitions and has become a well-deserved leader in the industry.On the other hand,the rapid rise of private enterprises represented by Rizhao and Delong continue to squeeze the living space of traditional state-owned steel enterprises.The current product competition in the steel industry has shifted from low-end and homogeneous products to high-end and specialization.As a traditional state-owned iron and steel company,Handan Iron and Steel has already adjusted and reformed its marketing strategy.Based on the above background,this article,by studying the marketing environment of Handan Steel’s medium and heavy plate products,formulates a marketing strategy for Handan Steel that is based on the company’s resources and capabilities and meets the needs of the medium and heavy plate market and the competitive situation,which has important practical significance for Handan Steel.This article first explains the current development background of the steel industry,the competition status of the plate industry,and the purpose and significance of the research.Through the investigation of Handan Iron and Steel’s medium and heavy plate,understand the company’s development strategy and goals.Use PEST analysis method to analyze the macro environment of Handan Iron and Steel’s medium and heavy plate products.The SWOT analysis method is used to conduct an in-depth analysis of the micro-environment of Handan Iron and Steel’s medium and heavy plate products,and summarize the advantages,disadvantages,opportunities and threats of Handan Iron and Steel’s medium and heavy plate products.According to the results of SWOT analysis,it is pointed out that the operation of Handan Iron and Steel’s plate products should choose SO strategy.Combining with the market environment and competitive situation of Handan Iron and Steel,we used STP theory to subdivide the market of its medium and heavy plate products,and combined Handan Iron and Steel’s advantages on the basis of segmentation to select target markets and precise positioning.On this basis,using the 4P theory,Handan Iron and Steel’s medium and heavy plate product marketing strategy was formulated from the four aspects of product,pricing,channels and promotion.Finally,from the aspects of marketing organization adjustment,marketing team management and incentives,strengthening the construction of marketing management informationization,and improving product delivery capabilities,the guarantee measures for the implementation of Handan Steel’s medium and heavy plate product marketing strategy are proposed.This research is of great significance for Handan Iron and Steel to improve its medium and heavy plate marketing strategy and improve its market competitiveness.It also provides reference ideas for the marketing management research and practice of other products in the steel industry.