| ENPC Company is a main supplier of network power products in China, its most important downriver customer are the telecommunication operators in China. Along with the rapid development of telecommunication trade and the good social and economical benefits of Government Procurement, the telecommunication operators change continuously from separate procurement in province branch companies into headquarter centralized procurement. This issue has made ENPC Company faced in enormous opportunity and challenge.The biggest character of Centralized Procurement is the large quantity in each procurement, large amount and wide area. The major thinking of telecommunication operators to select Centralized Procurement model are lower procurement cost and prevent corruption. According to these characters of centralized procurement, we first review the developing process and relative theory of Centralized Procurement; Based on the analysis of cooperation relationship between upriver and downriver companies, we used PEST, 5 Forces Model and SWOT marketing analyze tools to clearly analyze and accurate position macro environment, trade and internal status of Company, thereafter, we got the marketing strategy of ENPC Company. Finally, in guide of Market Driving Strategy and new 4R (Retrenchment, Relationship, Relevancy, Reward) Theory, we promote original marketing strategy selection reason of ENPC Company and provide the actual assurance steps of marketing strategy.By specially emphasizing on eight key capabilities, which are Experience, Service, Technology, Convenience, Specialty, Product, Quality and Time in our study, this article provide a marketing strategy system in new environment which can make ENPC Company got better development , provide a new get-in point for the upriver and downriver companies' cooperation relation study, and also provide an application reference for the equipment suppliers to establish an effective marketing strategy in current market environment. |
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