The Research Of Yuan Hang Illumination Engineering Company Marketing Strategy

As the fast economy growth of our country and the acceleration of citifying, the city programming nowadays does not only emphasize those traditional points like its function, configuration, harmoniousness and economy and so on, they also needs to achieve an integrative effect for beautiful environment. Therefore a lot of companies for illumination and virescence are set up which have made the city more attractive.Shenyang Yuan Hang Illumination Engineering Co.Ltd. was set up in September of 1998. The company's business ranges from sales, design and construction, and during the 10 years since its set up, the company enjoys high reputation. However, the company has meet great trouble in its development. As the first professional illumination engineering company in the northeast area, this company even achieved quite lot auras which were admired by other companies in this industry. As time went by, more and more operational problems arose; the company lost its achieved glory, its market quotient, which turned the company into a notorious company with severe problem. To dig its degrades reason, it's easy to found that there is no strategic plan for the company's development, the marketing system guidance in particular. The writer of this essay, one of management level, will analyze the cause of the problems arose in company's development, and give a method to make a new marketing plan for next step and point out the implemental approach to assist the company to overcome difficulty, step into a healthy developing way, to create a more bright future.The essay first analyzed the country macroscopic environment the company is facing with, such as politics, laws, economy, society culture etc. Then by systematic analysis the microcosmic exterior environment including the trade attraction and marketing requirement, the author clarified the chance and the threat which Yuan Hang Company will face for his future marketing work.Then after carefully studying the company's condition, from managing situation, marketing capability, organization, economic situation, accomplishment and installation ability, maintenance service ability, technical design ability and its core competitive ability, the author confirmed the current advantage and disadvantage of the company. And the SWOT analysis method is used to find out the marketing strategy which should be used by Yuan Hang Company for the marketing management in future.Thirdly, based on the results of analysis mentioned above, the author defined the marketing strategy target for the company development within the next three years, and worked out a marketing strategy in accordance with the marketing theories and company's current conditions.In conclude, an implementing and controlling scheme was pointed out to insure the marketing plan can be put into work.