Changhong Device Company Marketing Management

With the rapid development of science and technology, the competition in home appliances increasingly market becomes more and more fierce. As the product tends to be homogenized, the center of market competition is no longer the traditional price competition, but competition of technology and marketing model. The sale of products cannot do without a good marketing model. Therefore, how to successfully marketing the product matters a lot for an enterprise to take a dominant place in the market. a good marketing model includes a specialized and optimal marketing organization and an excellent marketing team. In order to occupy a leading position in the market and to meet customers'needs, an enterprise should keep carefully studying and analyzing changes in the market at any time, and adjust marketing model to adapt to market changes and customer needs at any time. ChanghongComponent TechnologyCo. Ltd., which is specialized in R&D, manufacture and marketing of various electronic components, is a subsidiary company under Sichuan ChanghongElectric Co. Ltd..Because of some defects of its marketing model, neither sales nor profitgrows during these years.This paper is divided into five parts, the first part is the introduction in which the background and significance of the study, research methods, the theoretic basis and framework, as well as review of foreignstudies on marketing management model are generally explained. In thesecond part, the paper makes adeep analysis on the marketing status of the company. Thenit makes a SWOT analysis of the company in the third part. By employing Michael Porter's competitive strategy theory, the paper studies the marketing environment of ChanghongComponent Technology Co. Ltd. from five aspects, that is, the substitutions, the competitors within the same industry, potential entrants, the supply side and the demandside of Changhong'sand tries to find out the deficiencies in the marketing management of Changhong Component Technology Co. Ltd.. and then put forward specific and feasible suggests and solutions from four perspectives, namely consumers, cost, convenienve, and effective communication, on the basis of 4Cs marketing theory so as to guide the marketing management. Of Changhong Component Technology Co. Ltd. The last part put forward the conclusion and some defects of the study.