| Since 2008,China’s iron and steel industry has had a serious overcapacity,and steel production has also changed from short supply to oversupply.The competition among steel trading enterprises is white hot,which forces the management thinking of steel trading enterprises to change from upstream resource-based to market-oriented.By 2021,China’s crude steel output has reached 1.032 billion tons,ranking first in the world for more than 10 consecutive years.At the same time,many steel manufacturing enterprises represented by China Baowu,Jingye group and Jianlong group have also carried out large-scale mergers and acquisitions,which means that China’s steel manufacturing industry is undergoing a great change.With the prosperity and development of the steel manufacturing industry,China’s steel trade industry is advancing rapidly.Driven by the changes in the market and the relationship between supply and demand,steel trading enterprises are full of vitality.China’s iron and steel trading enterprises have been bred by the development of market economy.They are large in number and have many employees,but their scales and capacities are different.Although some large-scale iron and steel trading enterprises have been formed in the country and major steel plant distribution centers,the overall concentration of the industry is low,and the means of profit are mostly simple trading.At the time of the accelerated implementation of the national "capacity reduction and structure adjustment" policy,the market competition faced by steel and building materials trading enterprises on the same side as the supply side production enterprises will gradually enter the white hot.At the same time,the demand of organizational buyers will also change sharply in the macro policy regulation,which will inevitably have an impact on the marketing strategy of steel trading enterprises.Therefore,enterprises must further strengthen their marketing concepts and enhance their response to market competition.This paper selects the iron and steel building materials trade sector in the bulk materials trade business of China Railway Materials East China Group Co.,Ltd.(hereinafter referred to as tiewu East China Group),a secondary subsidiary of China Railway Materials Group Co.,Ltd.,as the research object.Tiewu East China group is quite representative in the iron and steel building materials trade industry,Therefore,studying how to formulate marketing strategies more scientifically and reasonably has strong practical value and guiding significance for the development of tiewu East China group and even the whole steel trade industry.Through consulting and collecting the internal data of tiewu East China group and the research journals and books of the whole iron and steel building materials trade industry,this paper widely understands the marketing research methods and excellent experience of the iron and steel building materials trade industry,and studies the marketing strategy of the iron and steel building materials trade business;Through theoretical analysis,combined with the actual situation of the enterprise,sort out the enterprise marketing strategy,summarize the advantages and disadvantages,and enrich the point of view of the paper.This paper takes tiewu East China group as an example to study and analyze.Firstly,it analyzes its marketing environment and concludes that the iron and steel building materials trade industry is in a continuous prosperity stage,but tiewu East China Group will face a more intense market competition environment;Secondly,this paper combs the current marketing strategy of iron and steel building materials trade business of tiewu East China group,and finds that it has some problems,such as insufficient product service ability,single procurement mode,rigid pricing method,weak brand awareness,narrow sales channels,and lack of attention to enterprise publicity;Finally,this paper puts forward some optimization schemes,such as optimizing product structure,creating brand advantages,improving distribution mode,optimizing self-supporting business channels,integrating procurement and supply,developing warehousing logistics,increasing product added value and so on.The optimization plan summarized based on 4P marketing theory will help tiewu East China group to solve the current difficulties.The healthy and sustainable development in the fierce market competition enriches the research on the marketing strategy of China’s iron and steel building materials trade industry,and also provides a certain reference for the development of enterprises inthe whole iron and steel building materials trade industry. |
