Strategy Research Of Low Voltage Electrical Products For People Electrical Applicance Group

The low-voltage electric industry is a very competitive industry.There are Schneider,ABB,Siemens,GE in world's top five hundred with high-end positioning,domestically-famous industry such as Changshu Switchgear MFG Co.,Ltd.,Shanghai Renmin Electric,Tianshui 213 Electric Co.,Ltd.,Changzheng Electric Co.,Ltd that state-own old factory in the restructuring of the domestic brands,many private enterprises that located in low-end position represented by Zhengtai and Delixi in Liushi town of yueqing city in Zhejiang province.In the meantime,some domestic private enterprises have entered into middle-end market in recent years,including the emerging Shanghai Liangxin Electrical Co.,Ltd.,Honyar,Noark,Tache,Foretech and others.Companies have their own set of marketing strategies in fierce and unordered competition.All the competitors' marketing do not easily,even Schneider,ABB,Siemens,GE and other international giants.In addition,they occupy the high-end low-voltage electrical appliances market,also unceasingly to mid-range penetration.The prices for copper,iron,silver and other raw materials fluctuate greatly in recent years and all enterprises don't intend to raise the sale price but reduce all the time.Thus,the low-voltage electric companies in China face major difficulties with average net profit rate to be only 3-5%,individual enterprise can reach 12%.But many manufacturers losses,in such fierce competition,many enterprises feel the lack of effective marketing strategy,some companies can only doing nothing,they hope the copper iron raw material price such as the copper iron expand the profit space and never active in marketing for enterprise sustainable development,just depend on the positive market environment to survive.Established in 1996,People Electrical Appliance Group reached several billions of sales volume in 2013 outstandingly.Especially after the financial crisis in 2008,according to the marketing environment change,People Electrical Appliance Group adjusts its marketing strategy,rather than doing nothing,its marketing environment must have the prominence of its.This paper is based on strategic management,marketing,operations management,Operations research,financial management and International management.Combined with myself in the low-voltage electrical industry with more than ten years of work experience and practical experience in the People Electrical Appliance Group,I analyze how People Electrical Appliance Group adjusts its marketing strategies based on the changing environment and consumer demands in the fierce competition,especially after the financial crisis in 2008,in adjusting the damand of Consumer and the changing marketing environment.People Electrical Appliance Group has always been end-customers-oriented to establish different channel strategies as per their actual demands in combination with internal and external environment.Then,it neither ignores market changes nor implements all-the-same distribution channel strategies but to divide the original single distribution channel into four channels including distribution channel,plate cabinet and industrially-controlled OEM channel,electric power channel and industrial and civil engineering channel,by different channels to service different clients,and make a market segment,channel more refined,so as to succeed in the red sea,it is the main research problem and it is the main research purpose of this article that through the study of people electrical appliance group marketing strategy to get more low voltage apparatus competition and small and medium-sized enterprises to learn from them or reference.