Research On The Marketing Strategy Optimization Of Z Low Voltage Electric Appliance Company To Open Up The Northern Jiangsu Market

Z Group,as one of the top 500 Chinese companies in the field of power automation,has always been ahead of other domestic brands and successfully listed in 2010.As the core holding company of Z Group,Z company is a world-renowned one-stop system solution provider and low-voltage electrical product supplier.It develops and produces more than 100 series of low-voltage electrical products such as contactors,relays,inverters and power electronics.The production of more than 10,000 specifications and models has ranked first in the production and sales of low-voltage electrical appliances in China.Especially in the five years from 2014 to 2019,the sales volume of company Z’s low-voltage electrical products nationwide increased at a rate of 20%per year,far ahead of the growth rate of the entire industry.However,with the improvement of the domestic low-voltage electrical appliance market environment and the gradual increase of external economic pressure in our country,the national demand has become increasingly saturated,and the competition in the low-voltage electrical appliance market has become increasingly fierce.Therefore,low-voltage electrical appliances enterprises need to get out of the predicament of the original marketing concept..In response to the performance of the northern Jiangsu market,especially in the three years from 2016 to 2018,the annual sales growth rate was only about 12%,which is much lower than the national growth rate.The market is becoming increasingly saturated and the sales growth is weak.Its problems are mainly manifested in the constraints of traditional marketing models and unregulated marketing operations;the vicious competition of low-voltage electrical products has led to a decline in profits;the national economy has gradually transformed from industry to the tertiary industry,and the growth rate of electricity consumption in the entire society has slowed sharply In addition,the country has explicitly proposed to restrict the construction of new thermal power plants after 2020,and most of the power supply has become saturated.In order to maintain development,look for new sources of profit and income.In addition to continuing to consolidate the market in the southern Jiangsu region,where economic development is fast,it is also necessary to develop in third-tier cities such as Yangzhou,Huai’an,and Suqian in northern Jiangsu.Therefore,it is of great significance to carry out research on the marketing strategy of Company Z’s low-voltage electrical products in the northern Jiangsu market.It is very important to improve the company’s brand promotion,marketing capabilities,and industrial development in the northern Jiangsu market.Based on Z low-voltage electrical appliance company,this article analyzes the macro-environment of Z low-voltage electrical appliance in the domestic market.Based on survey questionnaires and field visits,an in-depth analysis of the North Jiang Su low-voltage electrical appliance market and industry,and pointed out the company’s current problems and reasons.With the help of the STP theory,Z low-voltage electrical companies are market segmented,target market selection and market positioning.With the help of 4C theory,it optimizes from the aspects of demand strategy,cost strategy,convenience strategy,and communication strategy,and gives the guarantee for the implementation of the marketing strategy of Z Low Voltage Electric Company.It is hoped that the research of this article can effectively improve the marketing level of Company Z in the northern Jiangsu market,and also provide certain reference and reference value for the marketing of similar industrial products.