Study Of Connector Marketing Strategy Of ATZ

Connertor is a device providing a physical link between two components for power supply and signal exchange, which widely used in connection solutions for various industrial environments and applications.After nearly a century’s development, connector industry becoming a more than$50billions globel market. With the booming of Chinese economy, Server, Telecom, transportation, Oil&Gas and other electronics industry in China bring strong opportunity and demand on various industrial products like connectors. China,"the factory of world"as well as"the market of world"becoming the fastest-growing, capacious and the most promising market of connector industry. Affected by depression of world economics, worldwide connector industry faces new challenges:demands slow-down, over-inventory, and depressed market lead connector industry turn white-hot in competition.Not matter the exsited connector manufacturers or new one to join and take market share, the global competition has becoming more intensely. On the basis of resources and marketing environment, improve, or even, design reasonable and aggressive marketing strategies, to achiev future business growth is the issue of the utmost importance for ATZ.The first part, development of connector industry and Amphenol group Overview, purposes of the research from both theoretical and reality perspective presented, and domestic and abroad research on strategy of industrial marketing, as well as research framework and methods reviewing.the second part, overview marketing status of ATZ and point out exsited problems,the third and fourth part, by means of PEST analysis and Porter’s five forces mode, analyze the macro and micro marketing environment of connector industry. On the basis of exsited resources and marketing environment, using STP theory analyze and plan marketing strategy of ATZ. In addition, base on industrial marketing theory, put forward six new marketing strategies, namely relationship marketing strategy,brand marketing strategy,technical marketing strategy, information technology marketing strategy,service marketing strategy,internal marketing strategy, those new marketing strategise focus on building long-term relationship with key account,emphasize importance of brand,service, technical, information technology and internal marketing strategy, from which to find ways for ATZ core competence and brand creating.The last part, base on the marketing theory of4Ps, improve existed product strategy, pricing strategy, Place strategy, Promotion strategy.