Research On Marketing Strategy Of Family Gas Water Heater Of QF Company

Marketing embodies all activities that guide the products and services to flow from the producer to the consumer or the customer. The marketing of narrow sense is to refer to the economic activity course of one enterprise from the microcosmic angle, while the marketing of broad sense is a kind of social economic activity course from the angle of the macroscopic. Enterprise's marketing activities include a series of procedures such as marketing research, product exploration, price setting, distribution and sales promotion. As its success or failure concern directly the existence and development of the enterprise, marketing plays a special role in the enterprise's management and administration. In pace with the continuous development of the market economy, marketing has become one of the most important things to our mankind and even its development will accompany the human society's development constantly.Nowadays, with the evolution of market economy, the speed of turn of the market is far faster than our speed of marketing policies. Marketing now possesses not only the conventional function, i.e. the circulation function of commodities value achievement, but also the function to bring additional profits to consumer and create needs and value to enterprises. Therefore, marketing is not able to get the desired result if the marketing target is limited to increase the sales volume, hence, the conventional marketing mode must match with the needs of market and future.As is known to all that one enterprise could not grow without the strategy guidance, moreover, as one of the most important function of the enterprise, themarketing needs suitable strategy to guide the concrete work. What the marketing strategy engages is how to create and maintain the dominant position in the competition so that the enterprise reaches the stable and healthy development continuously. The enterprise's marketing strategy should have the adaptability to not only the external situation and internal resources, but also to meet the developing stage when consumer demands is changed and one's own too. Consequently, only one marketing strategy with good adaptation is a real marketing strategy.QF Company, a wholly-owned subsidiary of QF Group, mainly engaged in gas appliance research, produce and selling, is one of the biggest gas water heater manufacturer in China. Its QF brand of home gas heater is awarded as the "China Top Brand" on September 1, 2002. Nevertheless, as an enterprise reformed from the state-run military enterprise, it had experienced a lot of trials and hardships in the tide of market economy, and its marketing strategy has greatly changed at the same time. Today's perfect competition from typical planned economy, especially the adjustment of the marketing strategy in implementation since this century plays a decisive role to the development of QF Company. As the responsible of the company's marketing, I was in charge of this strategy adjustment which has made a deep impression on me.The thesis reviewed the history of home gas water heater in our country, undertook profound analysis and research on its marketing in QF Company, defined the chance and menace, superiority and inferiority, put forward the marketing strategy of "Regards Customer as Center" in accordance with the development of the whole trade and market competition pattern, and made up from the two respects of strategic security system and the tactics of marketing the concrete strategic implementing scheme which pointed out the orientation and built up a foundation of the future development. And the author hopes to give some inspiration to other enterprises that have the similar background.