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A company steel marketing environment and Countermeasures

Author: LiuYongXiang
Tutor: ZhangHuiYan
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: Marketing Strategy Iron and steel products Intermediate trade Marketing
CLC: F407.31
Type: Master's thesis
Year: 2008
Downloads: 293
Quote: 1
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Abstract


Modern steel intermediate trade enterprise environment is rapidly change , relying on simple buying and selling , to get middle Spread profit practice has been unable to meet the needs of the modern steel trade . Raising the level of the overall development of the iron and steel industry is the key factors that affect the steel trade enterprises , the specific performance of the marketing policy of the steel producers , their own marketing channels , the agent 's requirements ; steel products to end-users of the financial settlement of their supplier firms , product quality , logistics and related services, has put forward higher requirements . In addition , the steel trade industry to professional direction fast development , such as the processing trade , logistics , service , and customer relationship maintenance and development of the overall outward manifestation of the degree of competition is becoming increasingly fierce . In the process of these changes , you need to steel trade enterprises timely awareness of environmental change direction , to adjust its marketing strategy , accurately grasp the industry development opportunities , and efforts to the development of the steel specialized trade direction . The steel trade enterprises, professional management , according to the company's own integrated steel production technology , the intermediate trade channels , customer relationship management, services marketing, and other characteristics of professional analysis methods; company's strengths, weaknesses , opportunities and threats comprehensive assessment ; formation of a company's competitive advantage , and the largest market share . For companies principally engaged in the iron and steel intermediate trade , the steel marketing environment is the core content of the A company strategy . According to the company's state-owned enterprises and military trading background , combined with the iron and steel industry trade status quo , a more comprehensive and accurate analysis of the use of modern marketing theory A steel marketing environment , marketing strategy consistent with its characteristics . First analysis of the management situation of Company A more comprehensive introduction , pointed out that the main problem facing ; analyzed then reference this study issues related to marketing theory , specifically addressed the steel industry middlemen , marketing channels ; a company's marketing macro environment and related opportunities and threats , SWOT analysis , Company A marketing strategy to develop the implementation of the proposed final feasibility and protection .

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