Research On The Marketing Strategy Of SanYuan MingZhu Company Surge Protective Device

SanYuan MingZhu Company is a wholly-owned subsidiary of Electric Power of Tianjin Ltd., a company operating within many ranges of electric power tower, and taking Tianjin power market as target.With the beginning of bidding mechanism in national electric power tower market, SanYuan MingZhu Company is facing dramatic changes in market demands, the traditional core business of electric power towers suffered great challenges. In this context, the paper analyzed the business environment of SanYuan MingZhu Company with SWOT, this company focus on Tianjin power market for a long time, has gotten perfect customer relationship. More than that, the power market are presenting a enamors demand of lightning protection. So, we can conclude that electric lightning protection market should be a new growth point of SanYuan MingZhu Company.Based on this conclusion, the article then deeply discussed the situation and characteristics of Chinese electric lightning protection market, and, predicted potential customers, structure of demand and number of demand of the target market. Follow the classic marketing theory, this paper then researched the marketing environment of SanYuan MingZhu Company in depth, the conclusion showed that the practicable target market should be Tianjin electric lightning protection market.Basing on the comprehensive analysis of power system purchasing behavior and key competitors, the article deeply discussed the factors which influenced customers'purchase decisions, identified marketing objectives and market orientation of SanYuan MingZhu Company entering the electric lightning protection market: meeting the oriented requirements of Tianjin electric power, developing SanYuan brands Surge Protective Device (SPD) products with freedom knowledge property right, and providing lightning protection survey, design, construction services. In response to these objectives and positioning, this paper draw relationship marketing and project marketing marketing strategy, and gives policy recommendations to promote the implementation strategy.