Jinan, Shandong Power Equipment Factory, Marketing Strategy,

Power equipment industry , a key industry with fixed assets, shoulder the responsibility of providing sets of power equipment for national economy and every day life of people. Due to the limit of resources and history problems, firepower equipment still dominates the market, which consists of fire station boilers, steam turbines, turbine generators and supplementary equipment. At present, as many as over 10 power equipment factories are competing against each other. Over the past ten years, by importing advanced technology of cool-air turbine generator from a French company, ALSTOM, Shandong Jinan Power Equipment Factory (JPEF), a large state-run enterprise, has become an important member of power equipment industry, covering 10% market share in the turbine generator market.However, with the rapid development of national electricity construction industry, there is an increasing demand for power equipment market. As a result, more and more enterprises are attracted to join in the promising industry, which intensifies the fierce competition. In the segment market, JPEF is facing two strong competitors. One is the leading three power groups such as Ha Er Bin Power Equipment Factory, Shanghai Turbine Generator Factory, Dongfang Power Equipment Factory, whose market share is 75%. The other is headed by Nanjing Turbine Generator Factory, Wuhan Turbine Generator Factory, Hangzhou Power Equipment Factory, etc. According to a recent market statistic, the market demand for power equipment increased by 62.63% in the year 04-05 , while JPEF only accounted for 14.0%. without doubt, forwarding step of JPEF falls behind its leading opponents.Therefore, it's extremely necessary for JPEF to gain the advantage and enlarge its market share by implementing strategic competitive policies. Through analysis on marketing environment, purchasing flow of power equipment and competition of segmental market as well as the resource of JPEF, the study raises new strategic marketing policies that includes products, price, service and channel as well, trying to enhance competition ability of JPEF and gain the advantage in the fierce market by means of spreading product line, segmental pricing, improving total service and integrating sale channel.