| With the rapid development of China's economic and the continuous deepening of the market level, peer between enterprises is in an increasingly competitive. In China's Labor-intensive industries, the performance of this phenomenon is more obvious. As the enterprise in Labor-intensive industry is not the high technology content, the starting point of accessing to is lower, the same industry have many enterprises, these enterprises are very similar, their marketing tend to homogenization, which results in a declining in profitability, constrainting in the development of space and lacking of loyalty of users. In order to seizing market, enterprises are forced to start up the price war.In 2007, there are some new situations in the world economy. As for international, dollar continues to weaken. The loan-to-crisis in American is sweeping across the world. The international oil price is high. In china, CPI record is so high that the Government continues to taking measures to prevent the economy from overheating. The new economic environment will cause the different effects for enterprise inevitably. With the intense competition and the thin profit, enterprises in Labor-intensive industry, in this environment, have to face the problem that how to find out the right marketing strategy for the future development of themselves? Highlight is facing the problem. As a professional manufacturer of electronic transformers, Hightlight achieved a rapid growth by right of his excellent performance of the products and services to enterprises in the early to enter the market. However, with the changing of his market environment, the company's growth was standstill in the early of 21 centry. In the year of 2005, Highlight established a new development strategy, from then on, its market sale had a high-speed growth, but with the changing economic environment, it became a question of Highlight that if the current marketing strategy is to support the company's development strategy continually.With the different theories and methods of marketing, the writer will research the marketing strategy and point out the questions of Highlight. Then the writer will show the solutions of the questions not only for Highlight, but also for other enterprises which want to develop new markets and avoid competition.At the beginning, the writer analyses the environment in China's internal and external for the electronic transformer product development, such as the politics, economy, society, culture and technology, and other external factors, especially the brand and competitive among the companies with the same market and the similar products. At the same time, a detailed description of Highlight's products, market and business conditions, the advantages and disadvantages will be shown in the report. In the article, the writer uses the PEST, the five-force model Porter, EFE matrix, IFE Matrix, and SWOT matrix to evaluate the company internal and external environment.Next, the writer focues on Highlight's questions which come from the market, products, prices, channels, promotions, and other areas. After analyzing the problems, the witer points out their roots and give some advice to avoid them.Based on the theory used in the analysis, the writer gives a proposal for Highlight's marketing strategy, which will be related to the products, prices, channels and services of Highlight. Many key points will have a new way, such as the target market positioning, product mix, the combination of pricing adjustments, customized services.Finally, in order to make the new marketing strategy can be correctly carried out, the writer introduces the Balanced Scorecard, which is used in financial, customer, internal processes and learning and growth and ensures an excellent effect of the the new marketing strategy... |
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