Research On Marketing Strategy Of The Heater Pads Product For Company A

As a new product, heater pads have not yet widely known by the public. Although the market of heater pads has not fully developed, it owns enormous potential. The marketing level of the heater pads industry in our country is low, which still takes a more traditional marketing model that is much different with the marketing methods of the regular business. A Company is a typical enterprise in the heater pads industry in China.With the warm paste the industry is entering an unprecedented period of rapid growth, the market's rapid development engenders a huge commercial opportunities. However, due to a huge profit margin, low policy barriers have attracted many local businesses and hands workshop into the warm paste the industry. So now the warm paste market is a very confused state, plants everywhere, size, capacity, quality varies from manual tank bag to the use of imported machinery, Nissan from 3 1000-400000 range. Marketing channels, market prices are confused exception. Because most people are not familiar with the warm-paste products, so the concept of product quality fuzzy, more inclined to choose low-priced products, leading to some low-priced low-quality products that seriously impact on the existing market. And also because the price of flexible space is too large and the majority of dealers are wholesale and retail concurrently in the form of business, leading to the terminal price of chaos. Faced with this embarrassing situation, A company has to use both two kinds of branding, a high-end product, take the supermarkets and other informal routes; a kind of a low-cost competitive products are sold through network marketing, is clearly in this way the company's long term Development is very unfavorable. A company's sales result while compared to last year has improved, but profits decline. As a warm paste to become China's market leader of a group A, the fight for companies to rethink the development of new models and marketing strategies. This article selected A Corporation as the object of the research. When the place, the price and the quality are chaotic in domestic market, this article rethought and designed the marketing strategy. So that A Company will break through successfully, and get rid of the scrape that the heater pads industry is facing.By analyzing the products, companies, marketing environment and the company now faces problems, we should analyze A's analysis of its advantages and disadvantages, targeted solution to the problem put forward ideas and methods.In this paper, research methods include: literature indexes method, action research method. A Technology Co., Ltd. as a case study, using analysis, investigation, lessons learned and other methods and means of research.At the same time, the research results can also be posted to the domestic heating pads companies to provide reference marketing management ideas.Through researching the marketing strategy of the domestic heater pad industry in A Company, this article wants to find the solution for the current situation, and explore the model by which A Company can grow up successful.In this paper, both the theory of marketing strategy under the guidance of the A's warm paste product marketing strategy of targeted analysis and pointed out that the company's marketing problems faced. The main work of this paper are: A company faced with the external environment and internal conditions which have, combined with warm paste products are now sold in the Chinese market status of the A company's marketing strategy analysis to identify the A company now there is lack of marketing, and the issues raised against the corresponding recommendations for improvement. After this study reached the followingconclusions:1. Based on the characteristics of A company's current products, the proposed A company should be affixed in the high-end market, as their warm-key target markets. As in recent years, low-grade warm paste on the market highly competitive cost of doing business rise in the warm low-end competition in the market posted negative profit or suffering losses small, while the high-end warm-paste market is great profit margins, but Also in the high-end warm paste on the market have greater competitive advantage. 2. A company should build its own independent distribution channels. A company is currently using online sales channels, distributors, or sales warm paste products. Although the A Company "route through" sales has made some achievements, but in the long run, A company's marketing to achieve substantial development, we must establish their own distribution channels, only established its own distribution channels, companies can flexibility to freely use their warm-paste products and shape the A company's brand.3. Against the A's current macroeconomic environment in which, A company should be taken to expand regional coverage within the genera strategy to resist the warm paste the same time, increase the production and marketing of high-grade warm-paste efforts, first to expand the high-profit high-grade warm paste in the domestic market share. A company should also strengthen the brand management; establish the company's brand image in the minds of consumers, rich brands and varieties, in order to adapt to the market segments make preparations. To actively seek international cooperation, to strengthen capital operation, so as to expand the enterprise scale, providing corporate competitiveness.4. From the perspective of the creation of consumer demand, A company should pull from the sub-types of consumer desire to buy. You can warm paste products as value-added services and products, and winter outdoor sports enterprise cooperation, stimulating demand, while greater efforts to promote warm-paste products, through the use of promotions, such as an integrated portfolio of marketing tools, driving potential customers needs, and quickly occupied the target market. At the same time, we should grasp the opportunity to experience natural disasters such as snowstorms freeze disaster, we should actively cooperate with the government for the disaster areas to provide warm paste products, in order to establish a corporate image, while enterprises are rewarded.5. A companies should conduct market segmentation; find beneficial to their own development, target market, reasonable for market positioning.6. A company should focus on relationship marketing. A company's current customer base is mainly distributors and end users. But at present, A company rarely pays attention to the final customer contact and research. Not only cannot build a better relationship with the customers, but Also not conducive to the depth of understanding of customer needs, is not conducive to the establishment of customer loyalty.7. A company to develop into a warm pastes the industry's dominant player, it is necessary to conduct internal marketing. To create a conducive internal communication system, while enhancing communication between higher and lower levels.8.A's marketing strategy to build social responsibility, as opposed to the price, style and other factors, warm paste is more value to consumers to wear warm comfortable feeling posted. Therefore, the warm paste enterprises in the development of marketing strategies should take full account of warm paste of the quality and safety in terms of social needs and responsibilities. At the same time should pay attention to foster a corporate culture based on social responsibility, and based on consumer demand, marketing, corporate social responsibility.9. In existing markets, while solid, A company should take appropriate marketing strategies, formation and system security, regional management and after-sales service as a whole marketing system.