Research On SST Heating Cable Company In China Marketing Strategy

After recent years of development of electric heating market in China, thedomestic electric heating products manufacturers have had some certainadvantages in many aspects such as production capacity, sales channels, brandinfluence and market share, etc. And they’ve alsoformed direct market competitionrelations with other importing brands. At present our domestic electric heating marketcompetition mainly consists of three parts, several well-known foreign enterprisesand brand products which introduced electric floor heating concept atthe beginningaccount for the largest market share, the local brand enterprises play aminor role, and the co-branded enterprises and new entrants account for the restmarket share. From the point of product market classification, high-end markets aremainly dominated by foreign brands, and the intermediate markets are run by stronglocal companies, some new entrants and inferior brand products are mainly in thelow-end markets. From previous developing electric warming market share from endusers to the channel marketing model, the electric heating enterprises in theChinesemarket has made significant changes on marketing pattern. In recent years, the fiercecompetition in the market has gradually decreased the average price of importedelectric heating products, retail price and profit margins. What’s more, in recentyears, it is difficult to guarantee product quality of inferior brands whichappear frequently, their low prices greatly disturbed to the healthy development ofChina’s electric heating industry.SST company which is from Moscow is one of the world’s four bigelectric heating tycoons,The company has20years of experiences in electric heating, and it is a world leader no matter in research and development,production or technical aspects. SST entered China andbegan the exploration of theChinese electric heating market and development in2008.Based on the study of marketing business of Russia’s SST company inChina, and according to the theoretical basis "all-round marketing theory",following the research train of thought "ask questions-analysisproblems–solve problems", through collecting literature method, comparativemethod, inductive analysis and other methods, after proposing the existing problemthat SST company’s domestic business growth is slowing, the present situation brandmarketing ‘s influence is insufficient, through macro environmentanalysis competitive environment analysis, SWOT analysis of the SST company inthe domestic marketing to identify its existing favorable and unfavorable factors forits development. According to the situation that the consumers’ overall consumptionhabit to electric heating products is still in its infancy, the domestic electric heatingmarketing pattern is unitary, and in recent years, the average prices of electric heatingproducts is decreasing gradually and the inferior brands appear frequentlywhich disrupt the market. Based on the above adverse factors, the essay analyses theSST domestic businessand finds out these problems: strategyblunders of products, limited product publicity modes and channels, pricingstrategy which needs to be improved, dull sale of product marketingchannel, unitary product marketing, customer service which is not strong enough.Considering all kinds of environments, the present situation and the problems ofmarketing, meanwhile it should give full play to its own international brand, a longhistory, strong, mature and complete product line, it has its own stable supplychannels, mature marketing experiences abroad and it also has the advantagethat foreign products’ quality is more acceptable by domesticconsumers; from several aspects such as products, prices, channels, promotion, services and so on to develop SST marketing tactics combination improvementcountermeasures, at the same time, fromseveral aspects in developing marketingstrategy implementation safeguard measures such as the data collected from marketresearch and marketing, marketing team and business training, cooperation ways andchannel management strategy implementation safeguard and the formation of theclosed loop and so on, the purpose is to improve the present situation of SSTcompany marketing through these marketing strategies and safeguard measures.In this paper, the author proposes some personal ideas to the research of SSTcompany marketing strategy in China, hoping to help its marketing situation in theChinese market and break the present stalled situation. It means to win profits for thebusiness enterprise, at the same time, make Russia electric heating high-endtechnology products and high quality products be more widely used for Chineseconsumers who could be away from the troubles of the cold weather in winter.