A Study On Market Strategy Of Hu’nan Chendian International Development Share-holding Co., Ltd.

Hu’nan Chendian International Development Share-holding Co., Ltd, a.k.aChendian International as a local big independent power distribution company and anA-Share listed company, faces huge market pressure. This article analyzed the detailson power market campaign of Chendian International, points out the advantages,shortcomings, threats and chances of the company. According the existing problemsof the company in the current market campaigns, the article quoted4P theory, startedfrom studying the four aspects as power products strategy, power price strategy,power market channels strategy and power promotion strategy, finally determined themarket campaign goals and strategies, finalized the target market, and further madespecific measures to develop and launch power market campaigns. Those measuresincludes adjusting organizations of market campaigns, strengthening control overmarket campaigns, establishing reasonable campaign architecture and emphasizingthe campaigns software programing etc.As a large local electronic A-share listed companies, Hu’nan ChendianInternational Development Share-holding Co., Ltd has ignored the marketing for along time. From their point of view, power enterprises are monopolies and electricityconsumers have no other choices, so there is no need for them to cost too much formarketing. Because under this bias guidance of business strategy, the enterprise isfacing a very grim situation of the development. For the long time development,Hu’nan Chendian International Development Share-holding Co., Ltd should recognizethe importance of the work of marketing. They should build a new marketing theoryand concept and then establish a marketing system which could adapt the needs ofbuyer’s market. The development of the market and the customer satisfaction must beconformed. And the new system must be market demand-oriented and offer qualityservice. They must build services marketing plan instead of power supply only. Ahigher level of service and a new marketing system adapted the market commercialoperation are really needed. This is the only way to ascend the corporate image andcompetitiveness of Hu’nan Chendian International Development Share-holding Co.,Ltd.The article anlysised the marketing details of the company, clear the advantagesand disadvantages of the company as well as the threatens and opportunities. For the facing problems in marketing, we try to establish the objects and stategy from theperspectives of product stategy, price stategy, sales channel strategy and promotionstrategy by the use of4P theory in the purpose of determining the target marketquantitatively. Meanwhile, in order to further development and cultivate the power ofmarketing specific course of action, it is necessary for the company to adjustmarketing organizational structure, strengthen the control and software of marketingand establish a rational marketing system.Only if companies set the goal to best make customers happy, satisfy the public,establish great internal and external environment for the development, and makeproper market campaigns strategy, can they truly win the market and grow bigger.