Research On China’s Household Electrical Appliance Manufacturing Company’s Marketing Maneuvers Of Non-price Competition

Chinese economic reform goes through30years, Electrical equipment gradually formation of development industry which as one of earliest opening to the outside world, the highest general adoption of the market principle and competition. In developing process, strength of a number of household electrical industries have a small to big growth, contrarily, many electrical industries due to their inability to face the challenge and eliminated. The globalization of economy cause fierce competition which electrical industry face rising cost, profit decrease and serious homogenization of products. Numerous of competitors from both domestic and international cause electrical household industries are trying to final a suitable competition strategy. From last centuries90’s to today, local electrical household industries are force on price competition which is becoming fiercer,turn to price ware finally. That price ware seriously disrupted the marketing competition roles. No matter small or big originations, most of them were influenced by this price ware. As the progress of the demanding customers and improvement of social productivity, the effect of price competition is becoming more obvious, while it becomes more difficult to play a part in marketing competition. As the result, adopting the non price competition strategy has become general trend of development.This assignment based on marketing management principle, combined with the social current situation of economic development study of the latest trend and the future development trend of the non price competition policy. According to analysis of both current situation and weakness, the non price competition in developing stage of society progress, consumer demand and cultural needs of the growing conditions has become the mainstream of social inevitability. The non price competition mainly includes differentiation strategy, strategic alliances strategy, emotional marketing strategy, creating famous brand strategy and commercial science competition strategy. This assignment combined with Non price competition policy research of THTFCE company which the writer work with, and analysis’s synthetically how do electrical household enterprises work as non price competition measures assembly to get involved in competition and gain a competitive edge. The reason the success of non price competition in the practice of the enterprises and comes up with suggestions and countermeasures for the insufficiency. It both improves comprehensive competitive force and provides reference for getting rid of cut-throat competition of local electrical household originations, improving the quality of products and service radically, and building up brand image of enterprises, gaining long lasting benefits and the ability of sustainable development.