Marketing Strategy Research On High-Efficiency Distribution Transformer Market Of HP Company

With the rapid development of economy, the energy shortage and environmental deterioration has become the bottleneck that constraining the sustainable economic growth. Therefore, promoting energy conversation technologies and implementing efficient energy saving products is becoming the only way to take in order to save energy, protect environment, and keep sustainable economic development as well as an inevitable option for achieving the energy conservation and emission reduction strategic target in China.According to the statistics, eighty percent electrical power loss is due to distribution network, while sixty percent power loss is resulting from distribution transformers. The power loss of 15.3 million distribution transformers reach to 175.56 billion kwh per year which is 1.7 times of the total power output of TGP in 2013. Therefore, lower distribution transformers’ power loss is one important approaches in the battle of distribution network power conservation. At present more than 2000 transformer manufacturers make 40% overcapacity and compete the market resulting in cut-throat competition frequently. Then, how to formulate a suitable marketing strategic planning combing with its own advantages and disadvantages to win the market and expand the profit is well worthy of study for manufacturers.This paper firstly analyzed the concept, characteristics and development pattern of marketing strategy based on the problem summary for some famous large-medium-sized transformer manufacturers, further studied on several kinds of enterprise strategic theory such as competitive strategy roulette, strategy clock and strategic management model, and illustrated the relationship between marketing strategy and the enterprise development strategy. Secondly, Advantages and disadvantages of the HP Company were found by analyzing the internal environment. Combining with the detailed analysis of the external environment of HP Company and the development and marketing situation of high-efficiency transformer industry chain, the future market expectations was evaluated objectively. In order to lay the foundation for accurate marketing strategy, the further detailed analysis of marketing opportunities and risks was carried out. Through the analysis of industry barriers, main factors led to the HP Company’s market shares decline of high-efficiency transformer was found. And then combined with the conditions of the HP Company, the transformer marketing strategy target and positioning were determined. The SWOT and Games Theory were also used to further verify the proposed strategic marketing target. Finally, a combination style transform marketing strategy which could improve the product structure, convert marketing concept, scale up the operation, make up for a lack of marketing strategy and enhance the brand building was build. The proposed transform marketing strategy can take full advantage of the HP Company’s advantage of technology, location, industry influence and concise efficient management, help to achieve the strategic objective that annual production of 15000 sets and sales volume of 130000 sets of high-efficiency transformers, annual value of 5 billion yuan, the domestic market share in the top three and net profit of 10% in 2020.It is proved that the research results proposed based on the author’s long term experience, large quantity of surveys, hard data collection and organization in this paper are also certain references for other similar famous transformer manufacturing enterprise to promote their marketing strategy.