Changzhou Solid Ann Resistance Electric Marketing Strategy Research

The rapid development of Chinese economy has brought an excellent opportunity for the low-voltage appliances industry in China. But with China’s market economy system becoming mature, consumers more reasonable in purchasing and supplies more abundant, enterprises in low-voltage appliances industry are facing more competition.Changzhou Guneau Electrical Corporation is a small-and-medium-sized enterprise which specializes in distributing low-voltage appliances. Confronted with the fierce competition within the industry, as a distributor, it has come across a series of key issues like understanding the nature of this industry, locating the demand of target market and selecting the right goods for sale, standardizing the managing procedures in marketing and customer-services, creating values with upper suppliers, achieving differentiation to maintain its core competitiveness and deciding its future direction.First, this paper fully analyzes the current situation and future prospects in low-voltage appliances market; then it studies the macro-environment and micro-environment faced with both upper suppliers and distributors. After analyzing the company’s major marketing strategies and problems, it works out the marketing strategy for the company and the specific approaches it should take to achieve that based on marketing strategy theories, low-voltage appliances’nature as industrial products and the company’s role as a distributor. Since the competition among enterprises has become the one of value chain with suppliers, manufacturers, distributors and customers involved, it is key to enhance the response speed and synergy effects of the value chain to obtain the core competitiveness and the distributors are playing an increasing important role in conveying the values. This paper takes the marketing strategies of Changzhou Guneau Electrical Corporation as an example to summarize the rules that small-and-medium-sized distributors should follow in applying marketing strategies, that is, differentiation in market positioning, specialization in customers demand meeting, standardization in procedures managing and branding to surpass competitors.Hopefully this paper will give some inspirations for small-and-medium-sized distributors of industrial products when devising and conducting their marketing strategies. What’s more, this paper not only discusses marketing from the perspective of a distributor, but gives a thorough thought to the big picture on the basis of optimizing the value chain by adding customer delivered value, which might be a helpful attempt.