Research On Marketing Strategy Of MI Steel Trade Guangzhou Company

In this paper,the marketing theory is used to optimize the marketing strategy for MI Steel Trade Guangzhou Co.,Ltd.for its poor operation performance and continuous loss in recent yearsFirstly,it introduces the research background,significance,marketing theory and relevant literature of steel trade industry at home and abroad.Then it explained the company’s general situation and analyzed the marketing status quo from the STP and 4P theory dimensions.Then it analyzes the company’s marketing environment,using PEST method to analyze the political,economic,social and technical aspects.The iron and steel industry is gradually developing towards the direction of green,low-carbon,efficient and high-quality.The profit space in the circulation link is narrowing.The market competition is unprecedented,but the future market demand is still strong,and challenges and opportunities coexist.The company urgently needs to select a suitable target market and market positioning,give full play to its internal advantages to improve marketing efficiency and value innovation,establish a close relationship with domestic steel plant resources,and continue to expand its business volume with more flexible marketing methods.Then it analyzes the key factors that affect the marketing strategy from the perspective of enterprise profits.Through the analysis of cost volume profit sensitivity,the influence of various factors such as unit selling price,variable cost,sales volume and fixed cost on the profit is clarified,and the conclusion is drawn that the most feasible direction to significantly increase the company’s profit is to increase sales volume and reduce the cost of steel,which provides specific reference for the optimization of marketing strategies.Finally,combined with the above analysis,the author used STP and 4P theory to optimize the specific marketing strategy and tactics of MI Steel Trade Guangzhou Company.First,select the target market of medium and high-end products through market segmentation combined with the company’s resource endowment,and establish the market positioning of providing customers with comprehensive solutions for medium and high-end products.In terms of product strategy,strategic cooperation with steel mills needs to be strengthened.In terms of pricing strategy,it is necessary to flexibly adjust the profit space for the purpose of increasing business volume,and then rely on sufficient sales to strengthen the influence on the steel mill to reduce the cost of per ton steel,forming a benign business cycle.In terms of channel strategy,it is necessary to coordinate all group enterprises to improve the circulation efficiency of each channel.In terms of promotion strategy,it is necessary to broaden the promotion methods,enhance the marketing ability and promote the business volume.Based on the marketing theory and the actual situation of the steel trade industry,this paper strives to improve the operating status of MI Steel Trade Guangzhou Company through the optimization of marketing strategies,so as to turn losses into profits and continue to develop well.At the same time,I hope that the analysis of this paper can bring some reference to domestic steel trade peers.