Zhejiang Unipower Marketing Strategy Study

The market of Zhejiang unipower vacuum hot water boilers is advancingtowards maturity,Competition is growing in intensity.The steam generator as anew product just put on the market.The company encountered a bottleneck in thedevelopment.So this paper research on the marketing strategy of Zhejiangunipower,in the new situation, the company how to establish the marketing mixstrategy in order to maintain healthy development.This paper expounds on the Zhejiang unipower vacuum hot water boiler andsteam generator products marketing present situation, in the problem that existsin sale, and on this basis,deeply analyzed the macro environment andmicroenvironment of the influence on enterprise’s survival and development,theenvironmental factors on the development of Zhejiang unipower advantage anddisadvantage,for further research,to develop appropriate marketing strategies laida foundation.At the same time,on the Zhejiang unipower vacuum hot waterboilers in the market for a specific SWOT analysis.Through the analysis of theiradvantages and disadvantages as well as opportunities and threats faced by theenterprises, Through the SWOT analysis matrix for enterprises in the bestdevelopment strategy, and the product of the breakdown of the market, on thisbasis, product market positioning and target markets. On this basis,based on the4Ps theory, the Zhejiang unipower’s marketing strategy is design.In the products,this paper puts forward the company should choose Professional product linesand special products-professional as the product mix strategy;the sixth generationproduct should adopt mining products features to make Low NOx and low noisepollution of boiler in order to meet the requirements of national environmentalpolicy.In the aspect of price strategy,The vacuum hot water unit should be penetration pricing strategy Steam generator cost plus pricing strategy of generating method should be used.The marketing channel is proposed gradual elimination agents and realizationof direct sales channel short. In the advertisement,Put more attention to polybranding, the use of personal selling extended sales opportunities,by carrying outpublic relations activities to enhance corporate image.Give full play to theadvantage of network marketing,network marketing programs and promotionThis paper ensured the Zhejiang unipower products marketing strategy to carryout, Offering some implementation measures such as improving enterprise plantmanagement and strengthen the building of enterprise culture,doing marketingpersonnel training work and bring the marketing department ability in to full play.