Research On The Marketing Strategy Of Manufacturer In Electric-equipment Market

With the processing of upgrading urban and rural power grids, and the rapid development of West-East power transmission project, as well as the electrization of railway, the urban subway and track transportation, the market demand of high-low voltage transmission and transformation equipments is stunning and the perspective is promising. In order to enhance the purchase management of the needed equipments in the electric construction projects, to regulate the market order and transaction behaviour, to ensure fair competition and the quality of purchased equipments, to control the engineering budget and ensure timely delivery, to shorten construction cycle, to improve the service quality and the economic benefits of projects, the national government requires power companies of all level purchase all kinds of material and equipment through bidding while it invests huge amounts of capital into power industry. The purchase through bidding adopted by power companies imposes a great influence on electric-equipment manufacturers. The survival and development of manufacturers is closely related with the ratio of winning contracts. So it'll be an important subject confronted with every manufacturer how to increase the ratio of winning contracts. Thus this dissertation does beneficial research and exploration on this subject. First, this dissertation reviews relevant outcomes in the area of business marketing and relationship marketing. Adopting the above theories, the dissertation analyses the buying characteristics, purchase process and purchase strategy of A Power Company in one of cities of Hubei province. Then, the dissertation makes empirical analyses on this company's purchase case. Reflecting relevant theories and consulting the company's purchase practices, it proposes some basic hypothesises of how a enterprise manufacturing electric-equipments can increase the ratio of winning contracts in the new competitive environment. To validate the feasibility of the proposed hypothesises, the dissertation makes a pairwise study, one of which is the statistic analysis of the data from tender documents of the manufacturers who bided for the equipments purchase sponsored by A Power Company, while the other is a survey about factors which will influence the purchase of Power Company. The data collected are conducted with the SPSS software program in analysis and most of the hypothesises are supported by the results. Finally, on the basis of theories reviewing and empirical analysis, the dissertation puts forward reasonable suggestions for manufacturers on how to map out right marketing strategies and improve the ratio of winning contracts.