Research On The Differentiated Marketing Strategy Of Company A's Uninterruptible Power Supply

Uninterruptible power supply(UPS)is a kind of power protection equipment to provide stabilized output of electrical voltage and frequency,widely used in areas which have higher demand to electricity stability and sustainability.With the advancement of industrialization,informatization and intelligence construction in China,domestic manufacturers of UPS have developed rapidly and gradually broken the market monopoly of foreign mainstream power suppliers.As a representative of second and third line domestic manufacturers,Company A has occupied a certain market share,while facing the brand pressure of foreign manufacturers and the homogenized competition and price competition from lots of small and medium-sized domestic manufacturers.It has an urgent need to further adjust the marketing strategy.This paper reviews the relevant literature at home and abroad,and describes the characteristics of UPS marketing through the application of market segmentation theory and differentiated marketing theory.Based on questionnaires and interviews,the essay systematically analyzes Company A's marketing status and effectiveness,and deeply reveals the existing problems and underlying causes in products,brands,services and other aspects in its marketing strategy,focusing on the company's development history and comparison of enterprises in UPS industry.The author puts forward the optimization idea of implementing differentiated marketing strategy,formulates specific marketing measures of product differentiation,brand differentiation and service differentiation,and raises corresponding guarantee from three aspects of organizational structure,human resources and incentive mechanism.Company A could better grasp the market segment,promote product competitive ability,heighten the brand awareness and improve the overall level of service through differentiated marketing,thus to expand the market share guided by customer demand.