Research On Xiamen H Company Marketing Management Strategy

Xiamen H Company is one of the major MV Switchgear cabinet manufacturers in Xiamen area,with a good manufacturing base and project management level,and its sales network covers Fujian province and some other provinces in China.It shows a good performance in operation management and financial data.But compared with other industry competitors in this region,there are existed problems such as its market positioning is not clear,target market coverage is not enough,etc.H Company needs to make great efforts to enlarge market influence.Firstly,this article analyses the Industry characteristics and market structure of MV Switchgear industry based on H Company situation,and confirms the position of H Company in the existing market structure.According to Porter 5-forces competition model,this article analyses the marketing environment of H Company,focusing on the same industry competitors' analysis.Through the analysis of well-known international brands,well-known brands in the country,important manufacturers in the region,and internal manufacturers in the power system,it seeks out the strategies that H company should adopt in response to competitors at different levels,and also seeks the direction of H Company's future growth.By using the tools of SWOT analysis,this article assesses the various resource modules comparative to competitors,and analyses the strengths,weaknesses,opportunities and threats comparative to competitors.This article suggests the measures that H Company may take in the future and establish SWOT marketing resource matrix for H Company.Secondly,based on the STP theory,combined with the existing switchgear market pattern and the existing customer base of Xiamen H Company,this article assists H Company to finish the segmenting of the market,confirming the target market,and positioning the market,confirms that H Company focus on regional markets such as Fujian and pay attention to the market positioning of customers in industries such as power grid and real estate.And then,intensively develop,deepen and strengthen in the target market,and at the same time seek opportunities for expansion in other regional and industrial markets.Meanwhile,combined with 4PS theory,according to the requirements of H company's marketing strategy to company's internal resource allocation,it analyses product strategy,price strategy,place strategy and promotion strategy,based on these this article establish the marketing strategies for Xiamen H company.Finally,in order to make sure that the marketing strategy will be well implemented,the author provides some suggestions on improving the organizational structure,strengthening human resources management,building effective marketing organization system.Hope that Xiamen H Company can establish market-driven marketing management system step by step,focus on customer demand,making related business procedures can support the sales process and make marketing activities more conductive to achieve operation goals.