Research On Product Strategy Of Jiangxi Ruijin JZ Wire Cable Co.,Ltd.

Electric wire and cable industry is a capital and labor--intensive industry in China.In recent years,the changes of the world environment and the adjustment of domestic economic structure have caused a certain impact on China's electric wire and cable industry.Under the macro background of national policy,the cable industry as one of the key industry in our country,is also facing opportunities and challenges brought by the transformation.According to this,cable enterprises must respond quickly to changes in external environment if they want to grasp development opportunities under new circumstances.In the view of the changing market conditions,it is believed that the industry needs to constantly adjust their product marketing strategies to survive and thrive in the market,and to take advantage of their own advantage to seize the transformation opportunities and to meet the transformation challenges.In this paper,Jiangxi Ruijin JZ Wire Cable LTD is used as the case enterprise(hereinafter referred to as "JZ Cable")to discuss the product strategy and supporting measures of the company in the current marketing environment and its own conditions.First of all,this paper analyzes the marketing environment of Ruijin JZ Wire Cable LTD from the perspective of macro environment and competitive environment.Combining with the development status and internal resource capacity of the company,this paper comprehensively collates the internal advantages and disadvantages of Ruijin JZ Wire Cable LTD and the threat of external opportunities(SWOT comprehensive analysis),and clearly points out the two major problems in product marketing,namely,the problems in marketing organizational structure and product strategy.Secondly,according to the analysis of internal and external environment of JZ cable,market segmentation,target market selection and market positioning are carried out,and the product strategy of Ruijin JZ Wire Cable LTD is designed from five aspects: product portfolio,product innovation,brand building,product quality and after-sales service.Finally,the guarantee measures for the product strategy of Ruijin JZ Wire Cable LTD are formulated from four perspectives: organizational structure,marketing team incentive,marketing process management,innovation and customer relationship management.The research of this paper can enrich and expand the existing research case on the marketing strategy of cable enterprises to a certain extent,which can also guide the marketing work and sustainable development of Jiangxi Ruijin JZ Wire Cable LTD.In addition,this research also provides a certain reference for the product marketing of many domestic cable companies.The study of this article has made a rich and extensive expansion of the existing cable business marketing strategy theory,and it has an important guiding role in the marketing campaign of the Jiangxi Ruijin JZ Wire Cable LTD,which has provided a positive security effect for the continuing development of the Jiangxi Ruijin JZ Wire Cable LTD.In addition,this study provides a demonstration and reference for many similar enterprises in China.