摘 要:随着中国经济的高速发展，作为生产资料原材料的中国钢铁产业正在面临着深刻的变革，钢铁产业迎来了一场前所未有的历史性的整合，相信整合以后，钢铁产业的集中度将得到提升，边际成本将下降，效益得到增长。而这一切正在悄悄地改变着作为钢铁供应链下游的中国钢铁贸易。
本文以佰贵物资有限责任公司为研究对象，在了解市场营销相关理论的基础上，阐述行业的宏观环境，运用波特的五力竞争模型对行业竞争进行分析。针对公司内部环境，采用SWOT分析法对企业的优势、劣势和行业的机会、威胁进行了具体剖析。然后，运用战略管理和营销管理的理论确定了企业的市场营销策略，具体包括企业的市场定位、集中化和差异化的竞争策略以及企业的市场营销组合策略。最后，提出了战略实施的具体对策，完善营销组织体系、加强营销队伍建设、健全服务体系、注重企业文化建设。
关键词：佰贵物资公司 钢铁市场 营销战略
ABSTRACT:With China's economy high speed development,as the production of raw materials of Chinese steel industry is facing profound changes,the steel industry has ushered in an unprecedented historic integration,believe that after consolidation,the concentration degree of the steel industry will get promoted, marginal cost will decline,benefit is growing. And all this is quietly changing as steel downstream of the supply chain of China's steel trade.
Based on Baigui Wuzi Co.,LTD as the research object,in understanding the market marketing related theory, on the basis of paper industry in the macro environment,using porter's five competitive model to analyze industry competition. For company's internal environment, use SWOT analysis to enterprise's strengths, weaknesses and industry opportunities and threats of a specific analysis.Then,with the theories of strategic management and marketing management determines the enterprise's marketing strategy, including enterprise's market positioning, centralization and differentiation competitive strategy and marketing mix strategy of enterprise. Finally, put forward the specific countermeasures for the strategy implementation, perfect marketing system, strengthening the construction of marketing team and perfect service system, pay attention to enterprise culture construction.
Keywords：Baigui Wuzi corporation; steel market; marketing strategy
