Research On Marketing Strategy Of Small-Sized Diesel Genset Industry In China

China is a big country in the production and distribution of diesel generating sets,small and medium-sized domestic enterprises in this industry rely heavily on export.Confronted with the fierce competition,the international marketing strategy is of vital importance to the survival and development for enterprises which make efforts for seeking competitive advantage,for seizing market opportunities,and realizing company`s development and stability.And this is thanks to steady growth on electricity demand around the world and extensive application of power machinery,the demand for small-sized diesel genset has maintained a sustained and stable growth in the past two decades,particularly from traditional markets in Europe and the United States,which is in the context of upgrading consumption,and emerging markets South America and Africa.Every company in the industry now is pondering over what are the dominate factors that influence demand for diesel gensets since it has kept rising,what are the competitive advantage of enterprises that come off best and rank top in the industry,how do companies gain and maintain a competitive superiority in intense competition,continue to gain more market share globally and enhance the brand reputation.This article starts with an overview of small-sized diesel genset industry,details product application,reviews the brand development process of domestic manufactures,demonstrate profession characteristics,competitions from inside of industry and threats from outside of industry.Then taking KP company for instance,the internal SW(Strengths &Weaknesses)and external OT(Opportunities &Threats)existed with SWOT analysis method is analyzed.The strategy distinction between KP company and KIPOR is elaborated,especially from the aspect of 4Ps strategy.This paper attempts to point out the excellence and the deficiency of KP company through the methods of summarize and summary,analysis and comparison,to find out existent problems in the industry,finally to bring forward corresponding solutions and some advices.Combined theory with practice,the corresponding solutions for these problems are proposed,and the common marketing strategy methods that competitive advantage theory,STP theory,positioning theory and so on are applied in this paper.How to reframe the strategic programming that upgrade the competitiveness of enterprises,which is of significance to the domestic manufactures in a variety of ways,such as through product repositioning or focusing on R&D.It would be helpful for them to reduce the gap with the industry benchmark KIPOR and well-known brands abroad,to explore international market even more effectively.The framework provided by this research will help KP company I work for to develop better strategies to gain access to the markets in countries,and also have a certain practical significance and reference value for other small-sized diesel genset enterprises in China.