Research On The Optimization Of Marketing Strategy For Small And Medium-sized Customers Of At Company

In the development for electronic components distributor market,small and medium-sized customers are taking an important strategic position,playing an important role in employment,promoting the economic development of the industry and so on.And with the slowdown of China economic growth,competition in the domestic electronic components distributor market is becoming more and more fierce,with a higher degree of homogeneity,and the mutual influence of various brands is also becoming greater and greater,while distributors in order to improve profits,They have seized the small and medium-sized customer market,adopted targeted marketing strategy,which has a greater impact on the lower-profile distributors.Many distributors do not focus on the small and medium-sized customer market,because the small and medium-sized customers make up less in the enterprise sales.Therefore,the main marketing focus is concentrated in the large customer market,but in recent years,the number of small and medium-sized customers is becoming larger and larger,and if the development focus is focused solely on the large-customer market,the development is too passive and the marketing efforts of the small and medium-sized customers are improved.It is beneficial to guarantee the market share of the enterprise and realize the steady increase,improve the operation efficiency of the enterprise effectively,reduce the operation cost of the enterprise,and make the enterprise attract more small and medium-sized customers on the basis of maintaining the old and old customers.In the competitive marketing environment,the electronic components distributor enterprises need to consider many factors in the development process,relying on the traditional marketing mode of big customers can no longer meet the development needs,so it is necessary to further strengthen the marketing efforts of small and medium-sized customers.To reform and adjust the sales structure of enterprises and improve the growth rate of small and medium-sized customers,only by constructing a scientific sales mode can the sustainable development of enterprises be ensured.It can be seen that it is very necessary to investigate the marketing of small and medium-sized customers of electronic components distributor enterprises.Only by expanding the small and medium-sized customer market and taking this market as the main content of the company development strategy,AT Company can improve the current development dilemma,and the formulation of its marketing strategy will affect the development of the whole company to a certain extent.Developing marketing strategies for small and medium-sized customers and adapting to rapidly changing markets is the top priority for AT in its overall strategic deployment.This article takes AT Company as the main research object,the current enterprise scale of the company is in the middle scale in the domestic agent market,if we want to obtain a certain market share in the incentive competition,we must further expand the market of small and medium-sized customers.To carry on the systematic reform to the current customer structure pattern.According to the current survey,large customer sales account for about 80% of AT sales,while small and medium-sized customers account for about 20% of sales.According to the data,it can be seen that the small and medium-sized customers account for the total sales of the enterprise very low,and the annual growth rate shows a continuous downward trend.The main problem facing the enterprise marketing process is the low growth rate of small and medium-sized customers market.If this problem is not improved,it will not be conducive to the sales and management of enterprises,to the establishment of competitive advantages in the market,and to the development of potential large customers,and the subsequent development will be too limited.Therefore,it is necessary to expand the small and medium-sized customer market.Through the analysis of a large number of data,it is found that more and more electronic component distributors have gradually taken the small and medium-sized customer market as the focus of development.Small and medium-sized customer base is large,purchase amount is low,how to make targeted marketing strategy is every enterprise in the process of development needs to be considered systematically.Taking AT Company as an example,this paper systematically summarizes the distributor marketing theory of electronic components by using the methods of literature investigation,comparative analysis and so on,which provides the theoretical basis and analysis framework for the research of this paper and gives the marketing status of the company.Market segmentation and development of small and medium-sized customer market importance is discussed in detail.Since the target of marketing strategy is small and medium-sized customers,it is the main research direction to improve the market growth rate.Through exploring the market of small and medium-sized customers,we can understand the characteristics and functions of small and medium-sized customers and sum up the main reasons for this problem.AT company weak on product competitiveness,price competitiveness,channel competitiveness,promotion competitiveness.According to the trend of market development and the characteristics of enterprise development,the following suggestions are put forward in view of the low market growth rate of small and medium-sized customers.Implementation of product combination marketing and other aspects of improvement;The price level is to reduce the cost of risk control,provide price support,highlight the cost-effective aspects of improvement,the channel level from the establishment of customer-oriented channel management concept,to strengthen the management of small and medium-sized customers channel.Attach importance to the development of Internet marketing channels,carry out targeted channel marketing and increase safe stock to optimize;Finally,the promotion level is to make different promotion models,strengthen the network promotion,increase the construction of marketing team and other aspects to carry on the systematic summary.Through the above suggestions,the purpose of improving the sales volume of the AT company products and the market share of the small and medium-sized customers is achieved,the small and medium-sized customer marketing mode is reconstructed,the development pace is accelerated,the AT company can break through the development predicament,and the enterprise can realize the sustainable development,And provide reference for the development of small and medium-sized customer marketing in the same type of enterprise.