Research On The Differentiated Marketing Strategy Of The Zhuzhou Times Insulation Co. Ltd.

The rapid development of economic globalization and science and technology make the vertical division of labor between the industry more specific, the information transfer more rapid, in the face of product homogeneity trends, seeking differentiation has become to an important means to deal with the fierce market competition. Differentiated marketing is a tactics which the company selecting two or more segments of the market as a target market on the basis of market segmentation, according to the characteristics of the target market needs to design the product, price, promotion and other strategies. Domestic scholars research have been diverse, rich in content and in line with China’s national conditions, but it is still relatively small studies insulation products for this particular industry, which does not match with our insulation products industry, therefore it has a positive meaning that using differentiated marketing in the product, price, place and promotion to promote the development of insulating materials industry.The thesis took the Zhuzhou Times Electric Insulation Co., Ltd. as object of study, researched the marketing strategy in Zhuzhou Times by literature analysis, case studies, interviews and other research methods, the company’s existing marketing strategy research. The company’s research found that there have many problems, such as marketing concept obsolete, not clear marketing targeting, single marketing channel, not high brand awareness. In order to improve the company’s competitiveness, reduce business risk, the article developed a differentiated marketing strategy plan by the STP theory and differentiated marketing theory, also combined the company’s external environment, industry development trend, competition and internal resource capacity status of the Company. Program proposal the company enhance operational efficiency and sales performance through differentiated marketing, focus on the "Insulation Products", "Special Magnet Wire" and "Special Paint", replaced value with price competition, innovative marketing channels and promotional tools while in improving product quality.Differentiated marketing strategy in this articles can helps Times Insulation Company achieve industrial restructuring successfully, out of the current financial difficulties and improve business performance.