Chengdu Peak Asian Cable Company Marketing Management Problem Analysis And Countermeasures Research

With the fast growth of China's economy in recent years, the CATV industry in China is also getting a quick development. Accordingly, the marketing demand for the cable using for CATV is continuously showing a stable momentum of rapid growth, which brings an unusual development opportunity to the associated companies. Simultaneously, the current cables market comes to a situation of fierce competition than ever before along with the development of CATV cable market from its growth period to maturity. However, the marketing capability for Chengdu Fengya Cable Co., Ltd.(Hereinafter called Fengya Company or Company), a CATV cable manufacture, doesn't achieve a significant improvement with an obvious growth of market demand, its sales volume appearing almost no change from the previous years and even declining, which makes the survival and development of the enterprise face some severe challenges.Based on the study and analysis of marketing management in Fengya Company, a company of facing a situation of opportunities and challenges, the purpose of this dissertation is to propose an improved plan for its marketing management, so as to enhance its marketing capability and competiveness and thus achieve a sound development way for the Company.In this dissertation, firstly some theories about marketing management are represented and have been further studied, mentioning that the core of marketing management is to manage the customer value, and a key factor to win an advantage of enterprise's competitiveness is to efficaciously create and transfer an excellent customer value. And then, on the basis of the analyses on the history and current situation of Fengya Company, the existing problems of marketing management have been identified and classified using the theory of Customer Value, after that, the current situation in the Fengya Company, including the macro-marketing environment, marketing situation in this trade and micro-marketing environment and so on, has been analyzed thoroughly by a study method of combining the theory analysis and empirical analysis; And then, in light of the customer's value and focusing on its core, the existing major problems of marketing management in the Fengya Company has been analyzed in depth; Finally, revolving around the creating and transferring of customer value, the dissertation gives a systematical integration of such marketing strategies as marketing combination, integrated marketing, service marketing, brand marketing and relationship marketing etc. and proposes improvement policies to the marketing management system in Fengya Company, involving such aspects as marketing concept, marketing positioning, creating a quality customer value and efficiently transferring the customer value.The core of marketing management is to create and transfer the customer value. This main idea is pointed out specially and has been focused on the study to solve the existing problems in practice, which is deemed as an innovative point in this dissertation.