Jiangsu Bright Group Marketing Strategy

The enterprise's marketing activities are decided by the market of the enterprise. Industrial product and service markets are different from daily consumable markets, and the enterprise's marketing modes are also quite different from traditional ones. In this situation, relation marketing and customer relationship management is becoming a new theory guide to the enterprise's marketing activities. Relation marketing regards marketing activities as a course during which consumers, suppliers, retail companies, competitors, government organs, other pubic and the enterprise are interacting.The line of transformers now is growing into a mature industrial product line with fierce competition. The Boleda group, a middle-size enterprise, now can still occupy a certain big market in the line of transformers. However, facing the quite fiercely competitive market, the Boleda group is developing difficultly and slowly. During his developing course, the group has met with some difficulties, particularly some ones in marketing. The paper chose difficulties in marketing as research objects, designed marketing strategies plans of the group by analyzing his macroscopic environment, line conditions and competition situations, and then made the group's specific marketing policies according to the group's marketing strategies. The paper made product policies meeting customers' requirements according to the guide of meeting customer's requirements, established flexible price system strategies, adopted promotion strategies by many means and strengthened quick and effective channel strategies for the Boleda. Guided by the relation marketing theory, the paper made improved marketing strategies, which is based on customer relationship management, is oriented by establishment, maintenance, and improvement of customer's relation, formed an all-round and tri-dimensional relation marketing network, produced a fresh marketing system to promote the group's development in a new stage.