The Optimization Of Marketing Strategy For TB Company’s Grounding Product

At present,most of China’s power and industrial enterprises generally use steel or galvanized steel for grounding materials,from the actual feedback,the steel grounding system have some obviously defects,the average service life of steel grounding system maintain 5-7 years,while the new copper plated steel material with excellent performance in anti-corrosion,can ensure the grounding system keeping more than 50 years of service life.With the rapid development of Chinese economy,the domestic power industry enterprises gradually began to accept and adopt the new grounding material,however,the market share of new copper plated steel material is small in the whole grounding industry,the new material manufacturers still need to increase the publicity and marketing of new grounding material in the grounding industry,and accelerate the occupation of the traditional steel grounding materials market.TB company is a world’s leading designer and manufacturer for electrical and power products,it is also the first foreigner player to supply the lightning protection and grounding products in China,since 1998 to China market,its grounding products have been successfully used for hundreds of key power projects in China.However,because of its own marketing strategy mistake,TB missed the rapid development of China’s economy,and also missed a good opportunity which connect to the business growth,the company’s grounding products business does not increase even down.This paper analyzes the TB company’s existing marketing situation,the evolution of the marketing organization structure in detail,in addition,basing on the traditional 4P marketing theory,analyzing TB existing problem on product quality,price,channel,promotion,service and others,at the same time,through comprehensive analysis the marketing strategy and market of major competitors,and refer to the questionnaire investigation to understand the specific requirements of grounding products from customer side.In addition,propose TB company to improve its marketing organization structure,and consider the localization production for grounding products,from the root to solve product customization,price and other demanding from customer,finally,design the agent assessment system and improve the promotion solution for grounding agents.In a word,from the perspective of product quality,price,channel,promotion and service,providing a full range of optimization measures and suggestions for TB company.Through the analysis of existing marketing problems with TB grounding products,expect to make a clear marketing strategy for the development of enterprises,and alleviate the problems present in all aspects of marketing,also hope this paper can not only provide new views and suggestions for TB grounding products,also hope to provide reference to other similar enterprises.