Study On The Marketing Strategy Of Wire And Cable Products Of Top-eastern Group

With the rapid development of economic globalization, all walks in Chinaare facing fierce competitions. Wire and cable industry, as an importantcomponent of national economic development and transfer tool for media,communications, its development is necessarily constitutes a key component ofnational economic development. Therefore, how to raise the level of quality andcommunication of wire and cable in China has been of concern, more seriousmarket competition in the cable industry. In this context, Top-Eastern Groupmust solve the current problems that are how to use proper marketing strategiesto improve their position in the market, which can let the company develop andgrow in the fierce market competition, how to make the most of their advantageand how to look for development opportunities in a changing environment.This article makes the illustration about marketing present situation and theproblems during the selling of Top-Eastern Group enterprise. Basing on this, itdeeply analyzes both macro environment which effect the enterprise’sdevelopment and microenvironment of electric wire and cable industry. Making itclear that environment’s positive and negative effect the development ofTop-Eastern Group enterprise. These established basics for the further researchand the appropriate marketing strategy.It conducts a detailed SWOT analysis of the wire and cable products marketfor the Top-Eastern Group enterprise. The enterprise analyzes its own strengthsand weaknesses, environmental opportunities and threats. Through the SWOTanalysis matrix, the enterprise seeks the best development strategy and makes themarket segmentation of products. Determining the market positioning and targetmarket of the product based on all of these.Based on the theory of4ps, they devise the marketing strategy of theTop-Eastern Group. In terms of product, they intend to increase the depth of the product which is high-tech and high value-added. However, for the relativelysmall value-added product, they prefer to adopt some strategies to cut productmix. Considering the pricing strategy, combined pricing and “one singlemeeting’’ way should be taken according to the actual situation. In the aspect ofchannel, they strive to make it more flat—reducing circulation to achieve a costadvantage and cutting overmuch intermediate links to prevent informationdistortion. They pay more attention to the effective cooperation among theoutdoor media, television media, network media and print media in theadvertising. What’s more, the personal selling is used to expand salesopportunities and also the public relations activities are carried out to promotethe enterprise image. Through the discussion about the safeguards of themarketing strategy implementation of the Top-Eastern Group’s wire and cableproducts, they decide to take a step forward to crate efficient marketing teamsand develop scientific marketing incentives to strengthen their corporate culture.