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Research on the Marketing Tactics’ of Tangshan Iron & Steel Co., Ltd

Author: LiHongZhi
Tutor: LiBingXiang
School: Xi'an University of Technology
Course: Business Administration
Keywords: Tangganggufen Marketing Strategy Market segmentation Target market
CLC: F274
Type: Master's thesis
Year: 2007
Downloads: 147
Quote: 0
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Abstract


With the establishment and improvement of China's market economy, the fierce market competition and technological change marketing strategy has become increasingly important. China's iron and steel enterprises are facing the market environment is undergoing profound changes, timely adjustment of marketing strategy and change himself without delay. Modern marketing management theory, conducted in-depth analysis of competitive conditions, consumer behavior the Tangganggufen of the industry, the use of systems analysis theory and method of SWOT analysis of the situation and development trend of China's iron and steel industry, pointed out that Tang Iron and Steel shares steel products marketing features and marketing channels of the status quo and existing problems, to Tangganggufen products market segmentation and product positioning, Tangshan Iron and steel products marketing strategy. The specific content of the paper contains four parts: The first part is a theoretical review. The basic theory of modern marketing management and marketing of steel products the status quo, from two angles of marketing concepts and marketing strategies, the most advanced theoretical description, analysis and synthesis, analysis of China's iron and steel enterprises marketing concept the characteristics of the four stages of experience, China's steel industry is an urgent need to determine the marketing concept. The second part consists of Chapters 3 and 4 of the paper, according to the the Tangganggufen the market environment and its own advantages and disadvantages of the status quo, its steel products to market segmentation, strategic objectives through development and Tangganggufen fusion, established the target market of Tangganggufen; combination of the target market, the paper also proposed that the company must perform the basic region of the Tangshan-based \The third part of the thesis is to develop a Tangganggufen marketing product strategy, pricing strategy, channel strategy, promotional strategy and specific programs, research management life cycle strategy and new product development strategies; develop a more flexible pricing strategy; Supplying users proposed countermeasures to solve the existing problems and brokers are two main channels. The fourth part is to implement the recommendations of the marketing strategy above for Tangganggufen. Changes in the organization to adapt to the changing needs of the market environment, strengthen the marketing team building and incentive assessment and set up the efficient Business Information System and the establishment of cash collection target management mechanism to ensure the implementation of the marketing strategy. This thesis is a study by the for Tangganggufen marketing strategy, but very representative for the domestic steel product marketing management theory and other similar iron and steel enterprise marketing management practices, have reference.

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