Virtue Electronics' Marketing Strategy Research

As the main composition of electronic component industry, electronic component manufacture industry is also the basic industry of electronic industry. Its technology standard and production capability directly influence the whole electronic information industry. These years, electronic industry's rapid development has greatly pushed the great development of electronic component industry. Electronic information industries'growths home and abroad have brought electronic component industry bright market application. The rapid development of auto electronics, PDA, internet application products and set-top box will greatly promote electronic component's development in the market. In communication products, except mobile communication, internet and common telephone need a lot of components, computer and relative products and some other electronic products have strong desire for components. All these will become the motivation of electronic component market's development.According to the new characteristics of market needs, electronic components are becoming smaller, chip-design, digital, intelligent and environment protection. Electronic component industry's demand and technology make the agent market indicate three specialties:firstly, change the traditional agent model into supply chain management agent model(factory-agent-whole seller-end consumer) that is, the manufacturer is the leading factor, the manufacturer(agent) and end consumer have established a new cooperative relationship. Technology, products and service have their own specific responsibility; manufacturers have more investment knowledge right; users can control the cost through focusing sourcing; agents are in charge of preparing goods and after service; secondly, component agent industries merger, purchase, ally and cooperate with each other; big companies have fierce competition through global add value services;3. Big and small agents are facing different opportunity and challenges because of the transparency of e-commerce information which also lessen the loyalty of customers; big agents have wide customer source, product and capital support while small agents have no large organize structure so that they can transform faster into e-commerce. During the transformation of e-commerce, both big and small agents face chances and threaten.Facing the competition under the new economy environment, how can agents find a competitive strategy that suits for its own development in the changing market? This is the urgent problem that they need to solve. This article uses Porter's species power strategy, SWOT analysis and marketing combination theory, starts from the present situation of china agent industry of electronic component and bases on the analysis on market competition providing general developing strategy and specific competitive strategy.