Study On Power Distribution Products Marketing Strategy Of Xiamen First Switch Equipment Co., Ltd

The development of the national economy, cannot do without the development of basic industries, power industry is the basic strategic industry in China to focus on supporting the priority development. In recent years, with sustained and rapid development of national economy, electric power industry in the national policy vigorously support, got the priority development in advance. In particular, in the new urbanization construction, rail transit investment, intelligent power grid construction project investment, transmission and distribution industry which is closely linked with the construction of electric power industry control equipment manufacturing industry is also got fully development. It will be for the construction of power grid investment in 2015, plans to complete 420.2 billion Yuan investment of power grid, another record high investment. According to statistics, the twelfth five-year period, the national electric power industry investment will reach 6.1 trillion Yuan. This means that the transmission and distribution and control equipment industry will have broad market and comprehensive benefit.Xiamen FIRST Switch Equipment Co., LTD, as the transmission and distribution and control equipment industry one of the emerging enterprises, facing the complicated market competition environment, the development opportunity brought by both the history, also with strong competitors of competition; There are both companies have competitive advantage, and the inevitable adverse factors. Therefore, how to carry out the marketing strategy of power transmission and distribution control equipment research, make the effective service marketing strategy in the development of the enterprise, and provide reference to the same industry in the enterprise’s marketing, is the focus of this article.In this thesis, the use of PEST analysis of the macro environment of enterprise marketing, using Potter’s Five Forces Model to analyze the competitive situation of power transmission and distribution industry market, to the enterprise to carry on the analysis using the SWOT analysis method, to clear their advantages, disadvantages, clearly identifying opportunities and meet threats, providing scientific basis for enterprises to correctly formulate marketing strategy. In addition, this thesis uses the theory of Segmenting-Targeting-Positioning, the Xiamen FIRST company’s market by fine differentiation, select target market segmentation and positioning. In this thesis, using the Product, Place, Promotion, Price and Service strategy, comprehensively elaborated the enterprise should marketing combination strategy implementation or adjustment, should build the core competitiveness, the use of different marketing, in order to meet to provide customers with the desired value for the objective, the final completion of the mission of the enterprise and target. At the same time, from the sales management, performance appraisal, after sale service, project manager system and ecological system of enterprises value chain, put forward the measures of marketing strategy.In addition, this article uses the STP theory, to segment Xiamen FIRST company’s market differentiation, choose the target market segment and Position.Finally, the article of the conclusion of the research on marketing strategy, and some have not been the content of the research puts forward suggestions for the further research.