| Aim and SignificanceWith the family gas-fired water heater's development, the type of flue will be fallen into disuse soon after the type of direct let, and the type of let by force will be the mainstream of the market.One of the key parts of the general water heater is the traditional water valve. It will difficult to fall in step of the development of high-tech market in the water heaters, because of good many questions emerging from its frame limitation itself. Apparently, it is unavoidable for that the traditional water valve be eliminating through selection or competition.The water flux sensor designed and produced by Huahui Company, has great advantage over the traditional water valve, such as advanced principal, tightened configuration, credibly work, exactly measure and good consistence. It is more than one year since this product was empoldered. Although we have made a large number of endeavors, the sale rate is not very ideal. "Good wine is also afraid of the deep lane!" The urgent affairs that Huahui Company facing are to make the finer product known by market and make its benefit of society and economy bring into play. This topic will discuss this matter. Basic Theory and MethodMarketing theory is the basic theory in this article, which researches Huahui Company by using analysis tools such as SWOT, STP, 4PS and life cycle of product. The company's operating environment, strategymanagement and operating tactics are also analyzed by analysis in detail method of anatomy. Thus efficient operating strategies, marketing and other strategies are given for Huahui to face the competition in the field of water flux sensor.Main Content and Point The first chapter is an analysis of market situation. From the beginning, it introduces Huahui Company and its new product-water flux sensor. Because it is the key part substituting for traditional water valve in high-rank water heater, the sensor has close connection with gas water heater market. Therefore, this article gives a focal introduction on present condition, existing problems and developing trend of gas water heater, thus it makes us realize that developing of high-rank water heater is inevitable. These give us confidence on marketing prospect of water flux sensor. All of these also give a pre-description for following analysis.The second chapter is strategic factor analysis and strategic selection analysis of water flux sensor. Through SWOT analysis on operating prospect and missions of Huahui Company, gives operating target and SWOT analysis, conclusive strategy is drawn on how to suit this company's superiority to outer chances, and how to transfer its inferiority and outer threatening to superiority.The third chapter is a STP analysis. Using STP method, detail markets are selected for Huahui; target market and competition position is also identified. Through analyzing, it is reasonable that the target market is forced-let water heater and permanent-temperature water heater. Therefore, one point is close connection with local customer and deep exploring in Guangdong and Zhejiang provinces where water heater manufactories are gathered. On the other hand, positive developingoverseas markets, now after analysis, probably are Japanese and Korean markets in which Huahui's competition position is low price and high quality.The focal chapter is marketing strategy discussion, divided in parts such as product strategy, price strategy, market net strategy, sales promotion strategy, etc. Product strategy includes: high quality, packing, stabling existing customer, searching new customer, etc. Price strategy includes: catalogue prices, discount, payment period, price changing, etc. Marketing net strategy includes: setting points in domestic focal areas, exploring Japanese and Korean markets through Chambers of commerce of both countries. Marketing communication and promotion strategy includes: promoting salesman, sales promotion, advertisement, etc.Main ContributionHow to push Huahui's new... |
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