| Connector is the interface and channel of energy and information exchange between two electronic components. It is widely used in national defense, communication, industrial control, medical, consumer electronics and other fields. After nearly a century of development in the global market size has been formed in more than 50 billion U.S. dollars in global competition. In recent years Chinese rapid economic development, the rapid development of telecommunications and medical electronics industry as an indispensable electronic products, connector components in electronic products, functional diversification, modular design today is playing an increasingly important role, but because the connector production threshold is low, many connector manufacturers continue to rise, causing the global connector industry competition more and more intense, how to sustainable development in the fierce and disorderly competition, is the current must solve the problem.In this paper, H connector products in the mainland market product strategy activities as the research object, based on marketing theory, the first part of the development trend of the connector industry and H company were introduced, put forward the purpose and significance of this study. The second part introduces the market situation of H company and points out the problems facing the market environment, the use of PEST and five forces model analysis method and detailed analysis; the third part through the method of market research, understand the market demand of the connector, connector factors affecting the purchase option, full analysis and summary of the survey results, find out the advantage and H company. The fourth part through the STP analysis, combined with the H company's own situation, a clear connector product market segmentation, target market selection and the company's market positioning. Using 4PS marketing theory to do a comprehensive analysis and research of the company, to optimize the product strategy. |
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