The Analysis Of Product Marketing Strategy For Changchun Kaier Electricity Co.,Ltd.

With the development of economy, the competition of market is increasingly fierce. Before furious market competition, many enterprises lose their bearings because of lack of understanding of market strategies and little attention on marketing strategies or unsuitable marketing strategies. Such cases can be found everywhere, such as Changchun Kaier Electric Co., Ltd. is one of them. While some enterprises constitute scientific, exact running strategies based on sufficient analysis of the environment of in and outside enterprises and with correct marketing strategies as instructions, exploit to the fully one's favorable conditions and avoid unfavorable ones and exert the limited resources to make enterprises develop and boom. Aimed at the status quo and development target of Changchun Kaier Electric Co., Ltd., the thesis analyses the environment of the company synthetically and by the large numbers, finally make target markets, put forward some marketing strategies and revolving around the strategies, set up the standard of relevant personnel recruitment and the system of achievement assess and inspiration system. The thesis consists of four chapters. The first chapter introduces the status quo of the company and the analysis of lightning protection devices market environment in Jilin Province. The first section is the PEST analysis of macro-environment. After the sufficient analysis of political environment, economic environment, social environment, and technical environment in Jilin Province, it is concluded that other environments except for the not so bad economic environment are helpful to the exploitation of market. In the second section, the thesis adopts Pot `s five-force analysis mode by the analysis of five competitive forces i.e. threat to potent intruder, substitute product, purchaser bargaining ability, bargainer bargaining ability, the rival of present enterprises to analyses the industry environment. And the competition is considered to be fierce. In the third section, it analyses the opportunities and threat that the company faces, as well as the advantages and disadvantages of the company. It is thought that the company has good opportunities, such as the development of communication industry, nevertheless with indispensable threat such as that from foreign famous brands, OBO, DEHN etc. The company has special advantage such as access of information, the speed and convenience of service and supplying goods. But there are certain disadvantages such as lack of technique, money and staff. In the second chapter, it analyses the market of lightning protection devices. In the first section of it, it uses market subdivision theory to classify the market by present product line in accordance with kinds of product, clients `s economic abilities, product function. In the second section, on the basis of the market subdivision it defines the target clients of the company and analyses a client, a communication industry to make better understanding of target clients. In the third section, it illustrates the guiding ideology of product market orientation and at the same time definitudes product appeals as the function of instructions for constituting the next strategy. In the third chapter, on the basis of the first two chapters, marketing strategies of products in Changchun Kaier Electric Co. are constituted, Ltd. pursuant to practical situation. In the first section, it sets out the connotation of varying strategies in the following three aspects: setting off from the center; triangle attack, creating new after sale mode, above routine; strategy in a dead season. In the secondchapter, it illustrates scientific strategies of marketing management and defines the meaning of scientific management in the following three aspects: operation management as center, financial management as basis, personnel management as key and points out a way of scientific improvement for production and operating activities. In the third section, it sets forth brand marketing strategies of the company. It first tells the meaning and function (in favor of product participating in market competition, improving product quality and enterprise images and protecting consumers ` rights and interests) of the brand in theory. Then it introduces the performing details of the brand strategies. Strengthening thoughts; setting consciousness, choosing markets correctly, performing strategies, consolidating positions; quickening to exploit, the three are indiscrete, link by link, advance gradually in due order and integrating together. In the fourth chapter, it introduces the main security measures and instruments of the implement of product marketing strategies of Changchun Kaier Electric Co., Ltd. In the first section, it expatiates on the main content of the modification of organization structure. It presents respectively the features and defects of original organization structure of the company, and thereby designs the organization structure in line with new strategies of the company and it `s features. In the second section, it sets the recruit standard of section manager, product manager and ordinary business personnel. It is seen that the company pays much attention to the quality of personnel, aggressive spirit and the virtue of toughness and learning ability and intends to organize an effective team in terms of the standard. In the third section, it sets forth the content related to training in the aspects of product knowledge of salespersons and negotiation skills. In the last section, it at first makes out the assess system of salespersons and inspiration system, which mobilizes the enthusiasm of...