The Study Of Marketing Strategy For Radiator Division Of Pioneer Co., Ltd

Since this century, there is a growth of housing industry in China, which brought the radiator industry developed rapidly. by the end of October 2010, china has more than 1500 radiator production enterprises, industry annual production capacity has exceeded 570 million pieces between 2001 and 2010, industry output value has increased at a rate of 13 percent annually on average. Owing to financial crisis, the contradic-tion of the market supply and demand is becoming more acutly.Employing the theory analysis and case study, the paper firstly comprehensively evaluates the macroeconomic environment, industrial enviroment and market competition and the internal resources and capacity of the radiator division, using the theory and methods of G-Pest, Five Force model and Value Chain analysis. The object is to identify the advantage, disadvantage, opportunities and threats.Secondly, Analyses the demand of the radiator market and the behavior features of the customer. Based on the above case analysis, by the SWOT Matrix Analytical Method, the STP strategic marketing theory and the modern marketing mix strategy, thus the paper finished the superior redesign about the marketing strategy and made a full range of marketing strategies and strategic planning. The main contents of this strategic planning were listed as follows:strives for research and development of the new type cast-iron radiators to make breakthroughs in this field; concentrates resources in molten aluminum-steel radiators and the complete copper pipes-aluminum complex radiators. The Radiator Division of Pioneer Co., Ltd must focuses on the segment market of the high quality products and the medium quality products in engineering; the market orientation such as "safe, comfortable, warm and classic" is specified for the product; makes out the different marketing mix strategies on various business units. Finally,In order to complement the marketing strategy,makes appropriate ways and measures which contains marketing besiness process design, marketing management organization, information systems, construction of brand marketing and construction of organizational culture.In recent years, the practices in marketing of the first-class enterprise strategies that promoted the development and prosperity of the marketing strategic theory. This paper mainly is based on the study of management practices, reference data is from the financial statistics of the company where the writer has worked and china statistics yearbook 2010. Based on the recent research results, it is believed that these conclusions have definite referential value to all the radiator enterprises.