Research On Marketing Strategy Of Capacitor Product For Changchun Wei Hong Dong Guang Electronic Equipment CO., LTD

With the continuous development and growth of China’s electronic industry, domestic demand for the electronic industry is more and more strong, especially in the domestic demand for electronic components and independent innovation needs more urgent.In our country a variety of weapons and equipment and high-tech production equipment of the circuit board is composed of electronic components, capacitor, resistance, electric poles and secondary tube, the electronic components is to ensure the stability of the whole equipment, precision and effectiveness of the necessary part of, and in the electronic components, capacitor plays a cross coupling, filtering, isolation through the intersection, tuning and other role.In China’s independent research and development of radar, missiles, ships, submarines, space equipment and high scientific research of civilian production equipment are in the use of the various functions of the capacitor, and most of the high precision capacitor in the country can not be produced and need to import a lot of capacitor use, the capacitor ratio is less than 40%.By the end of 2014, the State Ministry of according to the national military strategy, below as soon as possible to achieve electronic components for more than 80% of domestic use, to avoid the Chinese military electronic components from abroad to limit and destruction, which accelerated the Chinese military electronic components industry, opportunity and development, but also improve the demand for electronic components, capacitor. Changchun Wei Hong Dong Guang Electronic Equipment CO., LTD is a domestic only a few in the production of electronic components in capacitor qualified manufacturers, we have the military research units and equipment for civilian units provide customized reliability quality capacitors.Our company is founded in 1958, has experienced from the Group restructuring in 2003 from the new formation of the Changchun Hongwei Dongguang Electronic Equipment Co., Ltd., due to the company’s management model conservative, backward marketing strategy, resulting in shrinking the production scale, market share continues to be eroded, the company is facing great challenges of survival.The paper introduces the enterprise now the development of marketing and the marketing strategy in the development process encountered problems analysis, elaborated the solution for marketing company’s development is of great significance from Weihong Dongguang electronic development analysis of the status qua and problems.Problems in the development of product marketing for marketing strategy, this paper introduces the investigation method and real integration analysis, from the product marketing market conditions, product marketing space for development and product marketing policy environment causes the problem of deep mining and exploration, and from the perspective of the development of marketing strategy for a, points out the direction of the marketing strategy of, product marketing strategy design and product marketing strategy implementation of the important factors.According to the causes of these problems by careful analysis of capacitor product market, clear the capacitor breakdown products market share, Hongwei Dongguang electronic’s target market and market positioning is discussed, will eventually Hongwei Dongguang capacitor product positioning in the core parts of the new energy of tantalum electrolytic capacitor for military products.Specifically, Weihong Dongguang electronic product marketing strategy of re positioning, such as the lack marketing concept, enterprise marketing means a single, lack of technological innovation ability enterprise market marketing talent shortage and loss, enterprise target market positioning is not accurate and the enterprise problems are analyzed and studied.At the same time, through the use of 4P marketing strategy portfolio, in people, processes, projects and performance aspects give way of enterprise’s marketing strategy, systematic suggestions are put forward to Changchun Wei hung Dongguang Electronic Equipment Co., Ltd. marketing strategy.Finally, for the Victoria Weihong Dongguang marketing strategy, in human resources, production technology and marketing dollars gives specific security measures. Through the case study of the marketing strategy of Weihong Dongguang photoelectric container, this paper brings some research value to the product marketing of electronic components enterprise...