Research On Marketing Strategy About Xin Yuan Electric Company

In the21st century, the production of household appliances industry can continue to expand, from the current point of view, along with the growing number of the same kind and quality products, the appliance industry is bound to face a crisis of overcapacity. Appliance manufacturers to build their own core competitiveness, we need to start from the sales, and do a good job of corporate marketing. This study combines Xingyuan Electric Company marketing channel specific construction of the actual situation.The article first analyzes the home appliance industry continues to expand the scale of development, the reality of increased competition between enterprises proposed household electrical appliance enterprises to promote sustainable and leapfrog development needs of the marketing strategy of the household electrical appliance enterprises to expand research, a comprehensive and systematic review of the appliances marketing mode associated with the theory that that the formulation of marketing strategy is to consider the actual situation of the appliance industry, accurate market segmentation, select the appropriate marketing strategy. Followed overview on the basis of the analysis Xingyuan Electric Company, the analysis of the external environment, Xingyuan Electric has identified the advantages, weaknesses, opportunities and threats, and a SWOT analysis, come to adjust the overall direction of the company’s marketing channels, that the implementation of market channel development strategy, dig channels to expand the network of marketing channels. Star source of electrical products marketing channel improvement and optimization programs are designed on the basis of the proposed company should reduce distribution costs, improve marketing efficiency, and the ability to improve the management and regulation of distributors (retailers) ideas starting, construction and improvement of cultural marketing channels, network marketing channels, public relations and marketing channels, services marketing channels to expand marketing channels and networks. Finally, targeted the Star source of electrical products marketing channel management, implementation and control measures. Such as organization, human resources, marketing and other aspects of the specific implementation measures, and channel management regulation.Through this study, I hope Xingyuan Electric Company marketing performance through the selection and implementation of the marketing strategy to promote growth, to achieve the company’s sustainable leaps and bounds. Selection and formulation of marketing strategy to provide a reference for similar household electrical appliance enterprises...