The Xj Group's Market Positioning Strategy

According to the "Eleventh Five-Year Plan" programming that the national company of electrical net edit, the total investment will have tree thousand million Yuan or so. The rate of investment increased will be up to 20% in 5 years in future. It will give rise to the booming development of the whole profession of electric power.Group of XJ is a national large company of producing the system of the electrical protection and automat in machine-building profession, its electrical protection and automate are occupy above 60% income and 70% profits. The equipment of second time is the foundation of the XJ group growing and the core of the developing. Although group of XJ keeps the certain technical advantage in product, it has not accurate market fixed position. In group of XJ, increasing speed of profit are obviously lower than the increasing speed of income in the past 5 years because of the absence of strategy about market fixed position.How to carry on market fixed position about group of XJ is a problem, which will be investigated in this passage. Firstly, in this passage we analyze the professional environment of group of XJ by the five-dint model and conclude that the existing competitor and the customer of electrical equips are two key factors of the professional competition.Secondly, we make use of analysis of SWOT, analyzing the advantage and disadvantage situation and the opportunities and threats of the group of XJ, then conclude that group of XJ should adopt to developing strategy in the second product that have bigger advantage in oneself.Thirdly, had on the above analytical foundation, we use theories of the strategy of targeted marketing, combine the present condition of the electrical marketing and analyze three kinds of main products of second equipment (automation of substation and protection and automation of net andautomation of adjustment).The method that this thesis uses is a subdivide method of benefit. Customers is divided into three kinds of communities through customer's grade, ability and qualities; Product is divided into the high technique, the excellent service and the low price. They constituted the subdivide market of group of XJ. The factors of the market are mainly the attraction, competitor's advantages and the circumstance of enterprise. The method of the fixed position is identified and chosen the difference, then drawn up the strategy of marketing. This passage concluded that group of XJ should adopt the strategy of excellent service and outlet.