Study On Marketing Strategy Of AoKe Company

The industry of electric power equipments is a special one which accompanies with the investment environment of the electric power. Since 1997, the electric power industry of our country came into a period of high-speed development, at the same time, our country greatly reformed the national wire nets and the property of the power supplies. After the period of experiencing an investment peak and then the low, the whole industry of electric power will soon face another high investment stage.AoKe Company was born and develops under this kind of environment exactly. Since 2004 the company quickly has been followed by a depression after experiencing a high-speed growth period. Soon some problems appeared, such as the whole sale and profits started to descend synchronously, competition situation turned worse, the sale management system was not in order, and the business personnel were not active, etc. This paper, aiming at the company's present sale situation, uses Proyer's Five Firce Model to analyze it's outside environments, and SWOT to analyze it's internal resources. In the same time, with a great deal of first-hand data, the existing problems are analyzed through the methods of substantial evidence and instance. After a series of comprehensive analysis, immediately the paper discusses the whole strategies of the company, such as the vision, brand strategy and company culture strategy etc. Finally the paper puts forward a report of feasibility: facing a huge market space in the future, the company should build up a market drive strategy to adapt the current competition situation, and pursue the continuous development so as to acquire future profits; according to the current condition of the company, and surrounding a possible strategic program, the paper still puts forward a concrete marketing strategy: building up a whole marketing idea and bettering the structure of organization and management; the choice and position of the target market; the extension and diversified management of product brand; perfecting the after-sale service system, furthering the method of relation marketing and raising the customers' loyalty and establish the relevant encouragement measures...etc.The above strategy research is not just to solve a single problem, but to grasp the essence through the phenomenon and offer a concrete marketing strategy from the angle of strategic program. Somewhat it is also good for the company to get rid of the difficulties and compete for the future.