Marketing Strategy Research Of New Products For Small Companies

China is the world's largest manufacturing centre of solar collectors. According to authoritative statistics, now the solar water heater industry is more than 32 billion Yuan output value, market space is with a 20 to 30 percent annual growth rate. At present, there are more than 4,000 manufacturers in China engaging in the development, manufacture and sales of solar water heaters, with fierce competition.ANTAIER is a newly established small enterprise; its production of plastic solar water heaters has done a major breakthrough and innovation on the material and structure, which has received patents from the state. Compared with the current mainstream products on the market - vacuum glass tube solar water heaters, ANTAIER's products is with a prominent advantage. But by their enterprises conditions, the market development of this new product is still facing many difficulties. Although its core patented technology, if there is no innovation on the marketing strategy, it is very difficult to face to the big rival brands, and would be in a vicious competition torrent.This paper summarized the development of the solar water heater market status, characteristics and challenges. It took SWOT method analyzes ANTAIER's competitive situation in depth; with the current changes in the pattern of consumption, the production and sale status in this industry, the paper scientifically positioned new product, identified its target market. Then, the paper further made the analysis and evaluation on ANTAIER with the traditional 4Ps (product strategies, pricing strategies, place distribution channels, promotional tools), and proposed concrete solutions.This paper raised the following proposal:As Antaier's products present the large differences with the mainstream products in the market; therefore, centralized market strategy should be adopted and locate the target market in a Niche market of solar water heater industry. The company's main target market is low-incomes in cities, product positions on the South wall hanging for avoiding a position of with the large manufacturers' positive face-to, ensure that the company's profit margins. For product promotion, ANTAIER companies must focus on target markets, make the effective product strategy, pricing strategy and expand marketing channels. Currently, ANTAIER is in the market introduction period in a small scale and less capital. So, the single-market strategy should be adopted on its marketing strategy, concentrating on the target market; with the support of local government, ANTAIER should effectively develop the local markets, gradually the surrounding marketing, and further to occupy the national market.