Electronic Components Marketing Strategy Research On "3S"

The electronic components industry plays an important role in the development of electronic information industry. And based on it, the electronic information industry in China is flourishing. The government and enterprises have attached great important to the electronic information industry accompany with the development of Chinese domestic productivity. As an important element of the electronic information industry, the electronic components industry has a broad market space for development.The domestic marketing activities of a foreign electronic components enterprise (referred to "3S") were studied. According to the marketing theory, the company marketing environment of "3S" was analyzed in the first, including political and legal, social, cultural, scientific and technological level, economic development, international and domestic environment, competitive environment. And then SWOT analysis method was used to make an objective analysis and evaluation for strengths, weaknesses, opportunities and threats of "3S". Based on STP analysis for "3S", combined with the actual product situation, the market segmentation, target market selection and company’s market positioning are clear and definite. Finally, in order to ensure the effective implementation of marketing strategy, the supports and conditions for guaranteeing the implementation of marketing strategy were proposed in corporate culture side and functional department side. The4Ps marketing theory was applied for analysis and research of "3S", and the marketing strategy consisting of five aspects of product, price, channels, promotion, and low-carbon was suggested.This study has a direct role in guiding the marketing of "3S", has a certain reference value for the marketing strategy of similar enterprises who will develop the domestic market.