Research On Marketing Strategy For Electric Motors Of Explosion-proof Series Of Jiamusi Electric Machine Co.,Ltd

In China, as economy step into ‘new normal’, the market growth rate forexplosion-proof motor cannot achieve the previous growth rate, industrial space isreduced, the pressure for resource and environment is increasing, the development ofexplosion-proof motor industry will enter into a growth period which characterizedwith lower growth rate and higher quality requirements, competition has stiffenedfrom explosion-proof motor market. JEMLC was founded in1937, out company is aleading enterprise in Chinese motor industry, our company is the initiator&leadingenterprise of manufacturing explosion-proof motors, crane and metallurgical motors,axial-flow local fans canned motors (pump). Our company manufacturedexplosion-proof series of motor products is ranked world’s No.9by overallassessment. In the face of ‘new normal’, if an enterprise wants to survive and develop,it must depend up new thinking and new measures.First, this article introduced the present situation on marketing business ofJEMLC, including the situations on explosion proof products, price, channel and thesales promotion, and fully analyzed the problems occurred at present, such asinaccuracy of product orientation, no differentiated products for customers ofdifferent levels; inaccurate position in market competition and paying no attention tothe potential competitor; unsmooth sales channel and rising marketing cost due to thesituation of marketing network setting; problems in marketing pattern such as unclearresponsibility in organization setting, cross management and unsmooth cooperationand so on. Second, this article introduced the marketing environment faced byJEMLC on the analogy of both macro environment like politics, economics,techniques and the micro environment like supplier, competitor and user. Through theSWOT analysis, we summarized both the opportunities&threats and the advantages&disadvantages that JEMLC confronted in the current environment. Then, combined with the internal and external market environment and the advantages anddisadvantages that owned by JEMLC, we made specific marketing classification tothe explosion proof products, and made option and position on the target market.Through the4P combination strategy, we designed marketing combination strategysuitable for the current situation faced by JEMLC. Among them, the product strategyincluding: product brand strategy, product development strategy, productdifferentiation strategy and product mix strategy; pricing strategy include:differentiated pricing strategies, gains-to-scale pricing strategy and policy incentivespricing strategy, the basic pricing strategy mainly relies on technology difference,brand dominance, service characteristics to counteract price competition; salespromotion strategies include: personnel sales promotion strategy, product launchespromotion strategy, trade exhibition promotion strategy, internet promotion strategyand resources cooperation promotion strategy; channel strategies including: channelcombination strategy, main plant recommend strategy, institute selection strategy,owner dedicated strategy and channel management strategy. At last, in order toguarantee the smooth implementation of JEMLC explosion-proof products marketingstrategies, the paper provide strong implementation safeguards by means of productwhole process service provisions, salesperson management provisions, enterpriseculture guarantee provisions and user relationship management platform guaranteeprovisions, etc.