The International Market Strategy Research Of Tong Cheng Transformer Production

With rapid advance of global industrial market integration, power transformer business demand is also increasing. However there are plenty of international transformer manufacturers who appear to be more penetrating, more competitive, and more aggressive, thus international market competition become extremely fierce. China’s traditional transformer manufacturers tend to be more conservative in terms of international marketing, with business model not meeting the market demand. Therefore, it is of great significance for China’s transformer manufacturers to develop new international marketing strategy, improve international market share, and enhance international competitiveness.This paper takes Tong Cheng transformer company as an example, aiming at international market, with the usage of marketing, consumer behavior, macro and micro economic, industrial marketing and international trade theories, etc., thoroughly analyzes and researches all aspects of Tong Cheng’s transformer product marketing, strategy development, operational plans etc, optimize international marketing strategy in order to increase global market share, and to lay a good foundation for the future development for the company.In this paper, pattern design theory of marketing research is used for the company’s international transformer market analysis. This paper describes the corporate and project profiles, target market analysis carried out and positioning. Then the transformer industry market macro environment and micro environment PEST analysis, which analyzes policy, economic, social, technology and other market factors; Market environment is analyzed which shows that enterprises are facing favorable and unfavorable factors and the overall market environment conducive Tong Cheng development. With Porter’s five forces competitive analysis model, analyzes the competitive environment of business in the transformer industry. Then using the SWOT analysis tool analyzes the advantages of the project, weaknesses, opportunities and threats. This paper conducted a market analysis Tong Cheng, broken down by STP marketing and strategic analysis of international transformer market, developed a combination of4P marketing strategy, namely product strategy, pricing strategy, channel strategy, marketing strategy, product marketing and the development of a service plan proposed international marketing strategy transformer products. In this paper, Tong Cheng transformer takes international marketing strategy development and implementation, and evaluates the expected results of the implementation. This paper summarizes the Tong Cheng transformer international marketing strategy in place to improve the merits and shortcomings, came to the conclusion, and made thinking about the future of the transformer in the international market.In this paper, through study of the international marketing strategy being implemented many years in Tong Cheng, great support and guidance are provided not only for the company’s future and further development, but also for other transformer manufacturers to occupy the international market, enhance market share and improve China’s high-tech electric and mechanical products to promote international counterparts.