马钢一体化营销支撑钢铁品牌建设的实践

Practice of Integrated Marketing to Support Steel Product Brand Building at Masteel

通过详细分析钢铁行业在整体性复苏背景下,行业发展面临来自社会进步、上下游行业升级和行业自身发展等方面的新形势、新任务和新挑战,分析马钢通过营销体系创新实践,构建以全球化营销网络、APQP(产品质量先期策划)、"五位一体"客服体系、EVI(供应商先期介入)、营销信息化平台和品牌培育管理体系为主体的一体化精益营销新模式,支撑钢铁企业做大做强,创立具有全球竞争力的钢铁品牌。

Under the background of overall recovery, the steel industry development faces new situation, new task and new challenges from social progress, upgrading of upstream and downstream industries and self development of the industry. The paper analyzes Masteel constructing an integrated marketing model based on global marketing network, APQP,“five in one”customer service system, EVI, marketing information platform and brand cultivation and management system through creative practice of marketing system, to support the steel company to become bigger and stronger and create a steel brand with international competitiveness.