Marketing Strategy Research Of Dongfang Boiler

As played an extremely important role in development of the social and economic, energy is an important support for economic development, and widely used in various other sectors of modern industry, agriculture and the national economy. In recent years, with the rapid development of the domestic economy and the continued growth in demand for electricity, the power industry and the power equipment manufacturing industry has developed rapidly. Dongfang Boiler Group Co., Ltd. (DBC), as one of first-class suppliers of thermal power equipment, maintained a rapid growth rate. Demand always exceeds supply. Market performance is excellent. However, with the shift of economic growth, development pattern, economic restructuring, growth momentum conversion, the industrial structure is constantly optimized. The Power-hungry businesses retrench continuously. The electric power demand of China keeps decreasing. Power supply is very abundant in China. By the analysis of China’s power sources structure, the non-fossil energy generation will continue the rapid growth rate, energy transformation will be more depth, and the thermal power development space will be compression. The thermal power industry overcapacity is obvious. The market competition is intense. So for its steady development, DG company must analyze the market situation carefully, and constantly improve the marketing strategy.This thesis starts from the development of China’s electric power industry. Since the founding of the country, China’s power equipment manufacturing industry started from scratch. After sustained and rapid development, China’s total installed capacity of electricity and annual power generation ranks first in the world. The current thermal power development situation is complex. On the one hand, the excess supply of electricity and the implementation of the national energy structure adjustment strategy led to the thermal power outlook is unknown; but the other hand, the decline in coal prices and local investment impulses, around the continued strong thermal power projects, At any time may be the national halt, resulting in inventory risk and demand cliff-type decline. On the other hand, by the coal price decline and local investment impulses, many places are investing heavily in thermal power projects. The National Energy Board has been issued documents requiring the orderly development of thermal power, therefore, some thermal power projects may be stopped at any time. Faced with this trend, this paper analyzes the power plant boiler equipment manufacturing industry through PESTEL analysis and Porter five-force analysis model. In the future, China’s coal- dominated power structure will not change, but the industry is more competitive, industry consolidation is inevitable. Then there’s a brief introduction to the DG company, such as its development process, organizational structure, main business and technical level. The DG company in the domestic industry is in the first three. Through SWOT matrix analysis, made a strategic choice of ST recommendations, while grasping the core of the main business at the same time, and gradually reduce production capacity, increase international market development efforts, and concerned about the relevant industries, timely access. On the basis of this, the paper discusses the shortcomings of the marketing work of DG Company, analyzes the STP analysis and marketing mix strategy, and puts forward the construction strategy of DG company’s market competitiveness.Although the study of this paper is aimed at specific company, but the analysis and strategy formulation of DG company, also has certain reference significance and reference value to the same tvpe of enterprises.