The Study On Electronic Product Marketing Strategy Of Kuanyang Company

As the fast development of modern society and the promotion of electronicinformation technology, China’s electronic products are going to the sustained andrapid development period gradually. The electronic industry which combine themodern information technology and high-tech approach also entered the rapiddevelopment phase. But we have to be aware of due to the China’s electronic industrystarted to develop too late, there has a big disparity with the United States, Japan andother countries, however, we still has a very broad space for development. Therefore,we should seize this unprecedented opportunities to develop this emerging industry ofChina’s electronic products, to achieve the promotion of the electronic industry levelof our country and the comprehensive competitiveness of all over world gradually.Since Kuanyang company was founded, it has been committed to the researchand manufacturing of electronic products, and company is positioning in IT productsdistribution type company. Although only a few years from the initial founded to now,each class of products are in the front of the industry trend, and led domesticelectronic product trend. However, with the big change of the marketing in recentyears, Kuanyang company original strategy cannot ensure new product’s effectivepromotion. Although the company had invested capital again in2010to research anddevelopment of new concept of electronic consumer products independently, but, ifcan’t keep pace with the times and make the effective marketing strategy, there willcan’t change the difficulties essentially that the company faced. Typically, referring to marketing strategy, we usually think that it is thecomprehensive embodiment of market management thought, but also related toenterprise or the company can make the right decision is the key. With the fiercemarket competition, enterprises are facing increasingly serious, intense competitionand challenge. In other words, any enterprise wants to gain better survival anddevelopment, and the launch of new products in the shortest possible time to occupythe market, and can be widely popularized, is inseparable from the support of thecorrect marketing strategy, Beijing wide ocean company is no exception. Especiallyfor is in a dilemma in the wide ocean background state companies, to make theirinvestment in independent research and development of the M series of products,although the series product itself has many advantages, but if not combined with theproducts of their own practical features, reasonable, accurate, scientific marketingstrategy, I am afraid it is difficult to achieve the desired effect, also cannot realizeBeijing wide ocean company with M series product weighs model brand image,enhance oneself competition ability, strong to occupy the market ’s long-term goal.Based on Beijing Kuanyang company’s situation, this topic will try to throughSTP analysis, market environment analysis and the SWOT analysis to establish thetarget market positioning of Kuanyang company M-series electronic products, thenputs forward a marketing strategy which including the reasonable and effectiveproduct, price, place, promotion and customer relationship, hope can improveM-series electronic products occupy in the market rate, then provide the strongtheoretical basis to make Kuanyang company to be a high level quality enterpriseamong European countries in electronic industry.