A study of integrated marketing policy with cooperative partner relationship in steel production company

• Main Author: 林正道
• Other Authors: 朱子雄
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/48501783356654552523

碩士 === 義守大學 === 管理科學研究所 === 92 === To reflect the effect of fast change of external environment, most businesses should adjust their international marketing strategy (4P strategy: product, price, promotion and place) and reform their organization. Hopefully it might gain more benefits and chances in trade. Forexample, China Steel Corporation establishes a subsidiary, named China Global Trading Corporation to reach its goal. On an observation of some successful growing enterprises, we found that beside the 4P marketing strategy they pay more attentions on the integrated marketing policy with cooperation partner relationship(i.e.5P). The tern of “Cooperative Partner” relationship in this research, is indicated as the cooperative relationship between enterprises and its buyer (middleman). They consider the benefits for both sides when the economic circumstances are changed with a fast shift between supplier oriented market and buyer oriented market. A questoinnaire survey was taken from domestic and foreign steel companies. It shows that: company consider the 5th P marketing strategy has a significant and positive relationship with its business benefits. And, some other results of the selection of 5P’s strategies and suggestions are provided.