| CHINT group is a leader in the field of power automation in China’s top 500 enterprises, and its subsidiary company CHINT Electrics Co., Ltd(SHA:601877) is the largest manufacturer and seller of low-voltage products in China, specializes in the R&D, production and sales of low-voltage products with over 100 series and 10,000 specifications, including moulded case circuit breaker, control products, relays, inverters and power electronics etc.Since the 20 th century, CHINT’s low voltage business has got rapid growth in China with an average annual rate remained at around 20%.CHINT has always been ahead of other domestic brands and listed successfully with market capitalization of 30 billion Yuan in 2010. In recent years, CHINT’s sales growth rate has been continued to slow down when Infrastructure construction slows down and more companies leave developed areas. In order to keep growing, finding a new source of income growth in the underdeveloped areas like Jilin is necessary besides consolidating market share in developed areas. Therefore, it is urgent to research on marketing strategy of CHINT low voltage products in Jilin for improving the marketing capability.There are four chapters in this paper. The first chapter describes the research background, significance, contents and research methods. It also describes the basis of the marketing theory used in this paper. The second part introduces CHINT and its low-voltage products. Based on the current marketing situation of CHINT, it analyzes the detailed challenges about promotion of CHINT in economically underdeveloped areas like Jilin. In addition, this paper includes the market segmentation theory and 4C theory. It reveals CHINT low-voltage products have to make the marketing strategy by according to the needs of different customers and different industries in Jilin, and it must be customer oriented. The third part analyzes external market environment, industrial competitors, and market demands in Jilin. In order to identify the advantages, disadvantages, opportunities and threats, it uses SWOT analysis method to analyze the CHINT’s low-voltage business itself. The fourth part determines marketing goals which CHINT should hold the low-end market and develop the mid-market based on the analysis of marketing environment. It formulates the marketing strategy combination of product, price, channel, sales, customer relationship management and brand strategy. In the end, it institutes safeguard measures for challenges of the marketing strategy combination.The research work of this paper will play a positive role in improving the marketing level of CHINT in Jilin market, and can provide a reference to other industrial companies. |
