| The iron and steel industry plays an important role in the development of national economy,it is the cornerstone of Chinese economic development.At present,the steel market has recovered gradually after the supply-side reform and the impact of COVID-19 epidemic.Facing the new market environment,it has become a primary point for commercial companies how to get a tiny space in the fierce steel trade competition in the post epidemic era.Taking YHX Steel Company as an example,guiding by basic marketing theories,analyzing its development environment,business performance,marketing strategies and customers’ feedback,then detecting existing problems and proposing suggestions by questionnaire and interview using PEST analysis,SWOT analysis,Porter’s five forces model and SPSS mathematical statistics.The main conclusions as follow:(1)The main marketplace of YHX Steel Company is small client in steel market in county.(2)The internal and external environment is more conducive to the development of YHX Steel Company.(3)It can be seen from the study that the after-sales service is the most unsatisfying.The second rank of dissatisfaction is the service attitude of delivery personnel according to the customer questionnaire.(4)It can be known from the interview that the homogeneity is serious in market at present.YHX Steel Trading Company has some problems: employees lack systematic marketing and management knowledge in the service process.And the company has inadequate management systems and processes in after-sales service and emergency management.(5)YHX Steel Company should adopt integrated and comprehensive marketing development strategy which combining with marketing development,improving production and service quality,differentiating price and progressing stably.(6)Lastly,putting forward the guarantee and implementation measures for the development strategy from organization guarantee,personnel guarantee and risk control. |
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