Marketing Strategy Research Of Hongjie Solar Company In Germany Market

With the continuous improvement of environmental awareness in the world,solar lawn lamps are deeply loved by overseas markets because of their flexibility,convenience,safety and environmental protection.China has become a large exporter of solar lawn lamps with the advantages of low labor costs and low raw material prices.90% of the productions of the global solar lawn lamps come from China,the number of the annual sales is more than 300 million.Quanzhou Hongjie Electronics Co.,Ltd.is a small-scale industrial and trade export enterprise specializing in solar lawn lamps.The products are mainly exported to developed countries such as Europe and America.This paper first introduces the current situation and existing problems of the marketing strategy of Hongjie Electronics Co.,Ltd.in Germany.Through the macro and meso-environmental analysis about the market,we find out the reasons for the problems in the marketing strategy of Hongjie Electronics Co.,Ltd.in Germany.Secondly,by subdividing and locating the German market,selecting residents as end consumers,selecting small and medium-sized wholesalers and retailers as customers,to develop a marketing strategy improvement plan for Germany: adjusting the product structure and upgrading the product grade to the medium and high level to satisfy the demands of more consumers;strengthening innovative design,product certification and marketing;strengthening service concept,enhancing customer satisfaction and loyalty;expanding marketing channels through Internet e-commerce;using network,exhibition,brand cooperation,etc.to implement sales promote strategies.Finally,the improvement plan was put into trial operation,and the corresponding organizational structure,corporate culture,human resources and information system safeguard measures were provided to ensure the effective implementation of the German marketing strategy.Through the research on the marketing strategy of Quanzhou Hongjie Electronics Co.,Ltd.in Germany,this paper concludes that solar energy enterprises should analyze the market environment and their own strengths in detail when they enter the overseas market,do a good job in market positioning,integrate superior resources,improve brand value,and perfect after-sales service to enhance core competitiveness.This research results can be used for reference by small and medium-sized foreign trade enterprises.