Market Strategy Research On Gas Dispenser

Under the influence of global economic integration, the market environment changes more quickly, resulting in many enterprises face serious challenges in the operation, such as product line structure deteriorated, market saturation, fierce competition and so on. At this time, developing new products or new business has become an important measure to obtain profits and make enterprise stronger. The key of a successful business, not only includes careful market strategy planning in advance, but also depends on effective utilization of enterprise’s core competences. So while promoting a new product in the market, it can be accepted by customers easily.This paper firstly describes the theories and methods of product, product strategy, core competency, competitive strategy as well as marketing strategy. Then set TH company as an example, by the analysis of its product lines, product structure, sales and after-sales service system, summed up the company’s existing core competencies and problems. Based on its current situation, the paper draws a conclusion that TH should enter the gas dispenser manufacturing industry. How to get customers’favor in new market and make the first sale as soon as possible, is an operation difficulty need to be solved by decision maker. In order to solve this issue, this paper analyzes China mainland’s gas dispenser market macro environment (PEST) and competition state of gas dispenser industry (five forces model). SWOT analysis is also adopted to find out TH external opportunities and threats, internal strengths and weaknesses. In the basis of various analysis, this paper provides corresponding proposals or specific programs for competition strategy selection, market positioning, product development strategy, brand strategy and marketing strategy. This paper argues that, TH gas dispenser products should adopt competitive differentiation strategies and focuses on private social gas stations for the current main market, In the aspect of product development, using "imitation+innovation" method, to form USP of TH gas dispenser products with inheriting mature parts of products existed in the market. The way to realize this lies in advanced technology transplant, modular and maintainability design and so on. With the extension of "TH" brand on the gas dispenser products, positive customer impressions can be achieved like advanced tech, accurate and reliability, which is used to reduce the difficulty of new products entering the market. Thesis on marketing strategy discusses more relatively. According to the4P marketing theory and combining the core competitiveness of TH, this paper gives recommendations on product, price, place and promotion areas. Finally, the effects and problems of implementation have been concluded. Improve actions are recommended for some problems.The main achievement of this paper is to conduct a detailed market survey and strategic planning for TH to enter gas dispenser manufacturing industry. The research results may have certain significance to other similar companies.