Research On The Marketing Strategy Of Harbin Sanlian

It has brought unprecedented opportunities of development about Chinese home appliance retailing along with the wide range promotion at the policy of electrical appliances going to the countryside and old for new service on electrical appliances.Harbin Sanlian was the first supermarket of 3C appliances that its business area was more than million meters in the northeast region, invested by Harbin Unities Strong Commerce and Develops Limited Company in 2002.Harbin Sanlian has obtained certain status and the acceptance of consumer after nearly 10 years'business. The competition environment that Harbin Sanlian faced was becoming increasingly severe and its share also threatened by its competitors in the market along with that Gome and Suning entering into the market of Harbin city. It provided expansion of market capacity in the whole province and brought great opportunities for the development of Harbin Sanlian with an in-depth implementation of new policy about electrical appliances going to the countryside and old for new service on electrical appliances. What urgently needed discussion and research problems under the new situation are that how will the Harbin Sanlian to rush out of the fierce competition from the trap; and how to find new profit growth point to constantly support its progress; and how to realize its rapid expansion in the rural and urban market in the precondition of stabilizing its occupied market share.We can deeply learn the status of Harbin Sanlian in the development of the whole industry from the analysis of its actual situation and problems existed in its marketing.Harbin Sanlian faced severe challenges in the competition with national large-scale home appliance chain stores. There are three aspects that can influence the continued development and expansion of Harbin Sanlian. And they are the condition of internal and external, the competitive environment; positioning the subdivision target market; and strategy combinations on marketing.According to environmental factors, I analyzed the external macroscopically environment and the industry medium environment of Harbin Sanlian; and then carried on the omni-directional analysis of the internal environment on marketing of Harbin Sanlian; then thirdly I made a detailed anatomy and analysis about the external rivals respectively. All of the above clarified its own advantages and disadvantages as well as the opportunities and threats in the external environment. And thereby we can determine the direction and breakthrough point in future development of Harbin Sanlian.The traditional factors on the market segmentation are by area and this way is straightforward and inaccurate. Therefore on the basis of traditional way, I subdivided the market again and formed 9 segments of the whole market. Then gave clear instructions about their characteristics. According to the Harbin Sanlian's own needs and the importance of the market, I selected the accurate target market to enter into.Aiming at combination strategy on marketing of Harbin sanlian, I comply with the principle that different target market is suitable for various marketing combination. And synthesize the strategy from product, price, place and promotion. Firstly I formulate combinations products according to different customers and different importance rating of segmentation market; I establish different pricing system according to the corresponding consumption characteristics of different customers; on the market in 12 lines, there must be two different channels to be suit the high or low-end products, on the rural market and the market in 34 lines, we will unite with franchiser on the third market and enlarge the fourth market by the channel recreating and finally build the optimizing channel strategy of bonding the third and fourth market, rural areas to encircle the cities and three unity; in promotional activities I also adopt the rich content promotion methods of the push-pull combination matched with the different target customer groups'consumption patterns and characteristics with the target market.