Study On The Marketing Strategy For SuZhou Hard Electronics Co.LTD

With Chinese economic reform and rapid real estate development,China's elevator industry has went through huge growth over the recent twenty years,and a lot of elevator industrial related companies have been established and developed during this period.However,since 2012,the growth rate of the elevator demand from China's market is becoming slower and slower.At the same time,the competition each company is facing,becomes more fierce and the sales price is getting lower,while the costs in many aspects(i.e.raw material,labor,etc)are getting higher,which results in continuously lower company profit.Under the hard situation,not only should companies hold the market share they currently own tightly,but they also should expand the market,getting more sales,to make up the lower total profit caused by lower profit rate.Therefore,it is important for a company to set up a new marketing concept that well adapt to the current situation,accelerate the construction of marketing system,and achieve sustainable development by applying marketing tools and strategies.With Suzhou Hard Electronics as researching object,this paper uses marketing theories to illustrate the fact from this company,analyze the current marketing situation and problems,and find the development opportunities,threats,advantage and disadvantages by applying SWOT analysis method.Moreover,this paper finds target market according to the product characteristics,position product differently,and set up the marketing strategies for Suzhou Hard Electronics.In terms of product strategies,different positioning,branding strategy,product quality and service,and new product development are applied.It forms pricing strategy by analyzing product cost,price from competitors,and applying price discrimination.Direct sales channel and indirect sales channel are used in terms of distribution strategies.In terms of promotion strategies,advertising promotion,people promotion,and hidden price decrease methods are discussed.In summary,this paper proposes marketing operation advices,by analyzing three mainly aspects:cost control,entering new industrial market and increasing internet marketing channel.Hopefully it will give guidance for this company to some extent and make this company stand out in competition.