The Study On The Marketing Strategy Of Lightning Protection Products For Xiamen TH Co., Ltd.

Lightning products have obvious differences from consumer goods in customer cognition angle, so a larger difference between lightning enterprises and consumption enterprises also exists in the enterprise’s marketing strategy. Through combing the past research field of literature, many scholars and research institutions made much useful exploration and draw a more convincing conclusion in the marketing strategy,but from the perspective of the angle of customer consumption experience, the majority, customer cognitive point of view to study the enterprise should adopt the marketing strategy study in terms of what are relatively scarce. Starting by the nature of consumer behavior and the theoretical basis to study the cognitive perspective, customer and enterprise of lightning products of cognitive differences and in-depth analysis of its causes, through the analysis of the construction of lightning products cognitive difference model is obtained for lightning enterprises, customer cognitive differences to corresponding system of products, brands, channels, advertising etc. the marketing strategy.The main work of this paper is selecting the lightning products and general consumer goods on behalf of the significance as the research object, the difference in customer cognitive aspects as research samples, through customer research two aspects of qualitative and quantitative cognitive points for lightning products. By the customer for the lightning product expected benefits through research, through the comparison of "psychological benefits" function "interests" difference, analysis and purchasing desire and purchasing behavior of the core factors, to determine factors play a crucial role in the marketing strategy. Build a model of customer cognitive differences of lightning products through the research of this paper on customer cognitive differences, and according to the suggestions of marketing strategy of lightning products enterprises in the model.The main conclusions of this paper are:first, lightning enterprises products as customers cognitive differences research subject and general consumer goods are more significant, differences in performance mainly manifests in the demand difference, difference, difference in participation function of interests demand mental interests. Second, because the cognitive differences so lightning enterprises need to establish the difference marketing strategy based on the characteristics of their own. Third, the formulation of the marketing strategy should fully reflect the lightning enterprises own emphasis.