Research On Product Differentiation Strategy Of ZJ Electric Company

With the rapid development of modern communication technology,such as artificial intelligence,cloud computing,mobile interconnection,and advanced information technology,traditional mechanical electrical equipment is facing the situation of being eliminated by the trend of the times.In 2019,the "two sessions" of State Grid Corporation put forward the idea of building platform-based,sharing-based and hub-based enterprises in an all-round way.On the basis of a strong smart grid,it vigorously builds the ubiquitous Internet of Things,which provides a broad public access platform for the popularization of intelligent electrical equipment.ZJ Electric Company's main business is the production of high and low voltage circuit breakers,high and low voltage switchgear sets.In recent years,the company's operating costs have been increasing,although still in a profitable state,but the net sales interest rate is declining year by year,and the development is slow.In addition,the company's products have not been R&D innovation,the current product is still 10 years ago,the functional characteristics of less change.Nowadays,intelligent electrical equipment has gradually appeared in the market.For ZJ Electric Company,it is necessary to analyze the products and adopt product differentiation strategy,so as to better meet the market demand and improve the market competitiveness of enterprises.In the process of writing this paper,taking ZJ Electric Company as an example,this paper investigates and analyses the current situation of product marketing development of this company.In the process of research,the mainresearch methods are literature research method,case study method and field survey method,and the product differentiation strategy of ZJ Company is explored and analyzed.Its main research contents include the following aspects: Firstly,the product development of ZJ Electric Company is investigated and analyzed,the main product types and functions of the company are introduced,and the problems existing in the current product marketing process are summarized.At present,the company's products are facing the following problems: price war with competitors;lack of customer stickiness;lack of product value-added potential.Secondly,the environment of ZJ Electric Company's product marketing is analyzed from the macro environment,industry environment and internal environment.The advantages,disadvantages,opportunities and threats faced by ZJ Electric Company in the process of product marketing are summarized.Thirdly,the overall positioning of product differentiation strategy of ZJ Electric Company is formulated,and the development principles and development goals of product differentiation strategy are clarified.Fourthly,according to the actual situation of ZJ Electric Company,product differentiation strategy is formulated.The product differentiation strategy and implementation steps are formulated from three perspectives of product core level,product form level and product additional level.Fifthly,we formulate the safeguard measures for the implementation of ZJ Electric Company's product differentiation strategy,and analyze from the aspects of talent introduction,technology exchange and R&D capability enhancement,so as to ensure the smooth implementation of the company's product differentiation strategy.