The Study Of 213 Electrical Company’s Low Voltage Electrical Apparatus Product Marketing Strategy

Since reform and opening, as the development of national economy, the market capacity of low voltage electrical apparatus industry is increasing. While low voltage electrical apparatus enterprises is experiencing transition in which national brands decrease, imported brands steady progress and private brands grow rapidly. As the changing of market environment, The 213 Electrical Company adjusts the marketing strategy actively, and the enterprise benefit is steadily growing. But the development speed is much slower than other excellent brands, its market shares are wandering at about 1%. In the new economy situation, internal economy appears decreasing and this industry becomes more and more competitive. The 213 electric company will face the new market challenges and pressure. Thus, under the new condition, we must face two core problems---the marketing strategy research and adjustment.First of all, this paper illustrates the research background, research meaning, research contents and research methods and also summarizes and studies relevant literature reviews and theories. Secondly this paper studies current status and development trend of domestic low-voltage electric appliances from aspects of low-voltage electric appliances, competition pattern, and development trend. The research finds out that the market share of low-voltage electric appliances products of 213 Company is around 1%, products, price, channel and distribution strategy of 213 Company all have issues. Through research from macro marketing environment and micro marketing environment, this paper finds out that although the overall marketing environment inflicts many difficulties on 213 company, 213 company still has multiple chances of facing high quality development. According to above-mentioned research result, this paper conducts market subdivision, target market choosing and market positioning to reposition product and target market. This paper studies 213 company’s low-voltage electric appliances products’ marketing combination strategy from aspects of product, price, channel,sales promotion strategy and network marketing strategy, particularly systematically proposing network marketing strategy, which greatly supplementing the drawbacks of 213 Company’s marketing strategy. In order to guarantee the implementation of marketing strategy, this paper proposes specific guarantee measures and risk control measures. The ultimate conclusion and prospect condense the major research view of this paper and also forecasts the further research.