A Study On Marketing Strategies In The Development Of ZN Corporation

In the near future, China is faced with great development opportunities such as the main-supplement separation of national restart power grid, comprehensive power grid construction, great progress in The UHV and smart grid construction, a new round of rural power network upgrading, rapid advance in promoting electrified railway construction, the launch of urban rail transit construction, the inertia increase of urban fixed assets and industrial investment. All these opportunities have provided broad development space for the industry of transmission and distribution equipment manufacturing. In addition, with more and more business enterprises producing automation for power system, the competition among power system automation products and services has been increasingly complex and intense. As a company with a certain reputation in power industry, how will ZN Company make good use of their own strengths and avoid weaknesses to develop and win out in such complex market environment is very essential. Therefore studies on these questions are of practical significance.In this paper, ZN’s marketing strategies has been studied with relevant theoretical knowledge of marketing. Firstly, this paper has made a systematic analysis of the internal and external environment of ZN Company with environmental analysis theory and Michael Porter’s five forces competitive models. Based on the sufficient market surveys, this paper has analyzed the industrial development status and found out the opportunities and challenges the company are faced with outside and its own strengths and weaknesses. Then marketing strategies of ZN Company have been obtained by employing SWOT analysis method. Secondly, in view of the present marketing situation, STP strategy has been put forward using target market segmentation theory. Thirdly, the product mix, price, place, promotion, relationship marketing strategies of the company have also been proposed using4Ps marketing mix strategy and theoretical and customer relations theory and so on. Finally, according to the company’s overall business management and marketing situation, this paper has proposed a series of effective implementation measures off marketing strategies to ensure that the company’s marketing strategies are able to adapt to the constant changing environment of market competition.