Research On Marketing Dilemma And Countermeasures Of Jiamusi Electric Machine Co., Ltd Harbin Electric Corporation

At present, economy of our country is turning to a pattern with a higher level, amore complicated division of labor and a more reasonable stage. The economy hasalready entered into a new normal. Economy will inevitably turn from high speedgrowth to middle-high speed growth, from an unreasonable structure to a reasonableone, from driven by production factor investment to driven by making innovation andfrom connotative risk to facing all kinds of challenging. Knowing the new normal,adapting to the new normal and leading the new normal is the general logic of ourcountry’s economic development now and in the future. Jiamusi Electric Machine Co.,Ltd of Harbin Electric Corporation (JEM) is a member company of Harbin ElectricCorporation. Headquarter of JEM is in Jiamusi City. After the development of severaldecades, JEM has formed the five main industries of electric motor which is the coreproduct, water pump, fan, electric generator and complete set services. JEM nowpossesses four production bases, which are located in Jiamusi, Shanghai, Tianjin andChengdu. They cover the whole market of electric motors all over China. As for theindustry of electric motor, because of the lower economic data in the correspondingperiod, the economic operational quality is negative. A company should have its ownway of thinking on its development. Some companies prefers the way of high-endproducts and some prefers the way of product diversification, so JEM needs to makefurther efforts to grasp the opportunity and combining the national industrial policy toactively open up new ideas for developing the company.Macro environment which is faced by Jiamusi Electric Machine Co., Ltd ofHarbin Electric Corporation is analyzed from political factor, economic factor andtechnology factor in this paper. Micro environment which is faced by Jiamusi ElectricMachine Co., Ltd of Harbin Electric Corporation is analyzed from supplier factor, competitor factor and customer factor in this paper. Marketing environment which isfaced by Jiamusi Electric Machine Co., Ltd of Harbin Electric Corporation isdescribed from macro aspect and micro aspect. Problems which are faced by JiamusiElectric Machine Co., Ltd of Harbin Electric Corporation under such marketingenvironment are described. The reasons which cause these problems are analyzed also.The company’s opportunities and threat and its advantages and disadvantages underinternal environments and external environments are analyzed by the use of SWOT.The company’s target market is segmentated, selected and positioned by the useof STP management analysis. Marketing strategy is determined from products, price,place and promotion (i.e.4P strategy). It uses the leading strategy in technologyinnovation, products combination strategy and products brand strategy to increaseproducts’ competitive power. Then current market price strategy is made accordingthe company’s products advantages and products disadvantages. It includes: cognitivepricing strategy which is used for pricing for high-tech and high-end products;difference product price strategy which is used to meet different customers’requirements; back push costing market pricing strategy which is used to largequantities but low price orders, thus to meet the company’s requirements ofproductivity growth. The company uses common and standard price managementstrategy to standardize market price management. The company adopts followingmarketing type: diversified marketing strategy, direct sales combined with agent sales,point and line selling networks, comprehensive products promotion methods. Thecompany will adopt the whole process (pre-sales, on-sale and after-sale) servicesystem. At the same time the company will implement4S (sale, sparepart, service andsurvey) service type by the use of local maintenance shops. The company will furtherimprove marketing service system and keep the continuity of marketing resources. Itwill improve and enrich promotion strategy and strengthen enterprise publicity toincrease enterprise popularity, including salesperson’s onsite promotion strategy,media promotion strategy, industry exhibition promotion strategy and public relationspromotion strategy. Meanwhile relevant measures have been taken in order toimplement marketing strategy smoothly, including performance evaluation system,team construction and enterprise culture.