Marketing Strategy Research Of KR’s Electric Power Products

With the continuous infrastructure establishment of our China National Electricity, the whole society is in great demand for the electricity equipment, which requires higher advance and safety standards of the equipment. Under the circumstance, the original ‘Phase-Control’ Model has been developing into a Direct Current Power Operating System called DC Panel. KR Corporation is one of the key suppliers and manufacturers of these main components. The continuing serious energy shortage problem and environment pollution problem have been pushing China government to issue more policies to help and support the development of New Energy Technology and have been doing a lot to control these problems. So the development of Electric Car Industry has got more policy supports from Chinese Government. China State Grid Corporation and China Southern Power Grid Company Limited have been increasing the investment in the establishment of Electric Car Charging Piles. The major car companies also put forward to the research and production of electric vehicles, which, therefore, have put forward to the great demands for the Electric Car Charging Piles and Electric Vehicle Mounted Power. The products made by KR Corporation just meet this great demand.This article will do some research and analysis by the use of six-force model: “Porter’s Five Forces + Chinese Characteristics” about the following: KR Corporation’s external environment, the macro industry environment and it’s competitors. And then it will analyze the relevant departments of KR and the marketing aspects in order to find problems and get the solutions. What problems will KR Corporation have in the marketing processes? What shortcomings will it face in the implementation of the sales policies? This article will help to target the suitable market segments of KR’s products by the way of SWOT and STP.After the above analysis, the article will propose some marketing improvements suggestions to the final decision-makers of KR Corporation, including Customer Relations Management, Internal Details Management, Sales and Marketing Teams-Building and the Research of Marketing Policies. Business running processes are very complicated. This article is only focusing on the Marketing aspect, but not on the Production, Research and Development, Supply, After-sales Service and Accounting. So it has its limitation about the whole business research and analysis. However it has its innovative features as the following: find problems and solutions from the practical work, which has the pragmatic guidance and practical value for the follows: to optimize the Company’s Organization Structure and Marketing Management Process, improve Working Efficiency and Customer Satisfaction, expand Selling Channels and Markets, and accelerate the development of KR Corporation.