Research On Marketing Strategy In Korea For The Current Sensor Of Nanjing Token Electronic Technology-Company

With the promotion of technology, production requirements and security level, the power supply technology including sensing detection, sampling and protection technology is becoming a trend. Then current sensors came into being. Wide application fields include household appliance, smart power grid, green energy vehicle, wind power generation, intelligent buildings and some other fields. Nanjing Token Electronic Technology Company is a famous domestic brand in current sensor. With the development of global economic integration, Token has accelerated the market globalization strategy of advancing pace. Korea as Asia’s third largest market for industrial goods, with the larger market space and development prospects, and due to their proximity to China, so it has become the important target market of Token ‘s globalization strategy target market. From 2012, Token began to enter the Korea market. After more than three years’ development, Token reaches relevant achievements, but there is still a large gap with expected target. Therefore, this article studies effect factors and marketing strategies’ problems of Token in the Korea market,supplies the related marketing strategy which can carry out effectively. Also I hope to provide a reference for Token’s development in the target markets of Korea.Now Token designs products by referring to best-selling products of LEM. Sometimes customize products as customer demand. According to market competition situation, considering its cost and expected profit, Token carries out the cost-plus pricing method. Do the product promotion by exclusive agent and E-commerce. GL company is Token’s exclusive agent in Korea. Alibaba platform also let domestic and foreign customers know Token’s products gradually. In Korea market, Token mainly does some actions as promotional activities,such as lower price, free trial and Korean manual. But the marketing actions didn’t achieve the expected target. Exsit some problems such as serious product homogenization, imperfect marketing channel construction and management system, unreasonable pricing, single promotion and so on. Then according to Token’s status and problems of marketing, this article analyses the market environment which Token faces to in current sensor market of Korea, and discuss from macro environment(such as political factor, economic factor, cultural factor and technical factor) and micro environment(such as industry rival, potential entrant, substitute, supplier and customer demand). In the meantime, analyse and summarize Token’s advantages, disadvantages, opportunities and threats by SWOT. With its advantages and opportunities as the basis for development, design the marketing strategy of target market by STP theory, including market segmentation, target market selection and market positioning. Spread the customer demand factor which is greater influence, reform Token’s marketing mix strategies from product, price, place and promotion. Then provide implemented safeguards of the marketing strategies: perfect organizational structure, set up suitable middleman’s management system, perfect oversea middleman’s evaluation system, train highly qualified international talents, and set up information management system. Finally, draw the relevant conclusions.Now, pace of globalization becomes faster and faster. How to develop oversea market effectively and reasonably, many enterprises analyze deeply. How to use existing, limited resources, as well as their own characteristics, coupled with the understanding of the market demand to open up the market, these actions have research value for the development of enterprises. I hope this article can provide good reference for helping domestic current sensor enterprises to develop Korea market.