Research On Marketing Strategy Of WAE Co.,Ltd.

In recent years,with the development of science and technology,China’s heating industry has made great progress,which plays an important role in the national economic construction,the improvement of people’s living standards and the improvement of the environment.However,with the improvement of the national and people’s awareness of environmental protection,the environmental pollution caused by heating and burning coal and the energy waste caused by heating system itself have become increasingly prominent.WAE was established in 2014.It is committed to developing,designing and manufacturing high-efficiency electrothermal conversion technology and equipment to provide customers with professional heating solutions.At present,the company has a small scale,stable target market,and heating products have strong technical and market advantages.However,in recent years,the company has encountered a series of problems,mainly in the face of fierce market competition environment,due to the unclear marketing strategy leading to the decline of competitiveness.This paper takes WAE Co.,Ltd.as the research object.Starting from the current situation of heating business in China,as well as the problems of environmental protection and new energy substitution,this paper expounds the research background and significance.On the basis of understanding to the overall situation of WAE Co.,Ltd.,it analyzes the macro environment of WAE Co.,Ltd.by using PEST macro analysis model,and expounds the industry environment of WAE Co.,Ltd.by using Porter five forces model,and from the perspective of company operation,the internal environment of the company is introduced in four aspects:status,marketing status,product and technology,human resources and ability.The SWOT analysis model is used to analyze and summarize the advantages,disadvantages,opportunities and threats of WAE Co.,Ltd.in the competitive environment.Through market segmentation,target market selection and market positioning,more scientific marketing strategies are formulated for the company,including product strategy,price strategy,channel strategy and promotion strategy.At the same time,in order to ensure the effective implementation of the marketing strategy,this paper set up corresponding safeguard measures in four aspects:product quality,financial capital,marketing personnel and after-sales service,so as to maximize the company’s operating profit and enhance the company’s core competitiveness.