The Research In Marketing Strategy Of SMK (China) Facing To The New Chinese Energy Industrial Policy

Energy is the lifeblood of any country, nearly a hundred years in the past years,the coal and fossil-fuel supporttted development of human society. However, with thedevelopment of industrialization and population increase in the number, the demandfor energy is increasing. Coal and fossil-fuel is non-renewable, and is no longer ableto meet the needs of human development. Therefore, the search for alternative energydevelopment needed for each country.SMK is a core supplier to provide new energy high-power current conversiondevices. And SMK has more than60-year history of the German companies. Itsproducts are mainly used in the field of wind power, photovoltaic power generation,electric vehicles etc. In current competitive situation, SMK need increase sales andcapture more market share, to earn more profits as well as improve the socialresponsibility. This paper mainly discussed in today’s changing market situation,while SMK’s competitors are constantly improved and the needs of customers arecontinuously enhanced. What should SMK to deal with the current situation, how tocreate market strategy, and how to promote its market implementation of the strategy.This paper first introduces the energy status and future direction of development,that is, the transition to a low-carbon green new energy direction. The world is wind,hydro, solar photovoltaic power generation, bio-power generation from fossil energyto move forward. This article describes the situation and development of the globaland China’s new energy policy analysis, market forecasts. And business opportunitiesand threats under this situation.With above information, this paper analyzed the characteristics of the new energypower devices parts: high-power, high reliability, long service life up to20to30years,the research and development of products and technologies all in foreign. The marketis occupied by European, USA and Japanese companies currently. Based on thecharacteristics of the product, industry background, and the status quo of the SMKcompany’s marketing strategy to analysis SMK Company’s market position in China,the subdivision of the power devices in the new energy market, SMK company’sstrengths and weaknesses, as well as major competitors analysis.Thus, this paper develop the SMK company marketing strategies. From fouraspects to the SMK company’s: product, price, channel and promotion. And makeplan to ensure this marketing strategy be implemented better, including CRM perfect, staff training and incentives and appraisal.At the end of this article, this paper outlooked our findings.