Research On The Marketing Strategy Of Industrial Electric Energy Saving Products In China

In the tendency of global wanning, primary energy price explosion, and human living environment deterioration, energy efficiency has been becoming attention focus of people in china, even in world wide. China is regarded as the world's 2nd largest energy consumer with 15 % of the world's consumption. How to use energy more effectively has been becoming one of the greatest subjects of China and it also creates broad market for industrial electric energy saving products. Throughout the analysis on the marketing of industrial eclectic energy saving products, this article aims at putting forward reasonable and effective strategy to instruct enterprise practices, and gradually enhancing enterprises marketing competitiveness. The research method: Use ABC-Analysis to sort the industrial electric energy saving products and their marketing strategy in China now, find the main problems and deeply analyze the problems. Use Qualitative and quantitative analysis to analyze the market potential of industrial electric energy saving products and their marketing strategy in China. Use trend analysis approach to analyze Chinese energy consumption, the increase of energy saving market and development trend of the marketing of industrial electric energy saving products.This article starts with the connotation and extension of Chinese industrial electric energy saving products, figures out its main features, which makes great differences in marketing between normal consumables and industrial eclectic energy saving products: On the one hand, customers of the normal consumables concern more about the product performance, disposable purchasing price, after services etc., whereas those of the industrial eclectic energy saving products, focus more on energy consumption of products in complete life cycle. On the another hand, compares with suppliers of the normal consumables who just guarantee the quality of products, those of the industrial eclectic energy-saving products offers Performance guarantee throughout the term of contract, which contains not only quality assurance but also investment risk-free. Besides, this article also analyzes potential market, marketing SWOT as well as main contract models of the industrial electric energy saving products, expounds its problems existed in the marketing chain, and brings up four relevant strategies: Brand marketing, Government relations marketing, Consumption enterprises marketing and Cooperated partners marketing. Firstly, Brand marketing, convinced to be a foresighted strategy of the enterprises. Good image usually contributes to loyalty of high-end customers. Secondly, Government relations marketing, Government relations are the key to success of marketing. In recent years, government pays more and more attention to the energy efficiency and unveiled numerous preferential and incentive policies. If the enterprises can understand and apply the policies, the cost can be cut effectively and they will win more projects. Thirdly, Energy-consumption enterprises marketing, tailored for customers, come up with the optimal energy-saving solutions based on the survey data. Last but not the least, Cooperated partners marketing, strengthen the multilateral cooperation with ESCo and financial leasing company, realizing complementary advantages, customer satisfaction as well as the win-win cooperation.