Research On Marketing Strategy Of E Iron And Steel Company

Iron and steel industry is an important basic industry of China’s national Economy,At present,China has become the largest producer of steel products in the world.In the context of global warming,China put forward the requirements of "carbon peak" and"carbon neutral" in 2020,and the development of the steel industry is facing double carbon constraints.Due to the gradual completion of urbanization in China,the iron and steel industry chain has entered a period of double decline in supply and demand,and the crude steel output has ushered in a turning point of decline.The change of steel supply and demand structure will be the key work of iron and steel enterprises in the future,and the crude steel structure will be adjusted from building materials to manufacturing materials.This thesis takes E Steel Company as the research object.The first part is the introduction,which introduces the background and significance of the research,the ideas and methods of the research,and the content and overall framework of this thesis.The second part is an overview of modern marketing theory and research status at home and abroad.The third part introduces the development stage of E Steel,analyzes the marketing environment of E Stee’l through PEST model,Porter’s five forces model and SWOT analysis model,and summarizes the opportunities and threats the company faces,the competitive environment it faces and the advantages and disadvantages of E Steel.The fourth part mainly combines the 4P theory to explore the problems existing in the marketing strategy of E Steel Company,such as the low-end product variety structure,excessive dependence on agents,single pricing model and low service satisfaction.The fifth part improves the problems in the marketing strategy of E Steel Company from the aspects of products,prices,channels and promoters.In terms of products,we can upgrade the variety and structure of products,strengthen the brand strategy,ensure product quality and delivery cycle,and carry out EVI service mode to improve customer satisfaction.In terms of price,it proposes a competition-oriented pricing strategy,a market-based pricing strategy,a differential pricing strategy and a combination of futures and futures pricing strategy.In terms of channels,we can Expand direct supply channels,promote forward integration cooperation and Expand the sales share strategy of e-commerce platforms.In terms of sales promotion,it is proposed to adopt the supply chain finance model for sales promotion,use the strategy of year-end rebate in strategic cooperation to promote sales,and sponsor professional industry conferences to promote sales to improve the single problem of sales promotion.The sixth part is the conclusion and prospect,including the conclusion of the whole article and the shortcomings of the thesis.This thesis not only analyzes the current business situation of the company,defines the marketing strategy,but also puts forward a feasible plan for the effective implementation of its strategy.Through this study,I hope to provide some help for E Steel Company to win a place in the fierce steel market competition,and also provide necessary reference for the marketing management of similar enterprises.