Research On The Marketing Strategy Of KL Company

The smart grid construction as an important national development planning,plays a more and more important role in the construction of the national economy. There is a big difference between the smart grid intelligent equipment for the large-scale construction and traditional equipment, no matter on the use and technical requirements. Due to the particularity of its industry, intelligent power distribution network equipment are different from other industries in marketing. How to according to its particularity, make appropriate marketing strategies, let the enterprise get more advantage in the product promotion, is a big issue in the development of smart grid.In the literature on the current situation of the domestic and international Intelligent distribution network products, the author finds out that the domestic and foreign scholars research mostly focus on the research on marketing strategy related theory, paid little attention to the marketing research of the power industry, the traditional electrical equipment as the research object, but lack of the study on distribution network intelligent equipment. By analyzing the research status of the marketing strategy, industry marketing, distribution network marketing industry and intelligent distribution network product marketing strategy, Sums up the difference between the distribution network intelligent product marketing and other industries in the customer group, product characteristics, buying patterns, price elasticity and marketing personnel quality.And the difference between the distribution network intelligent product marketing and traditional marketing electrical equipment in Product technical characteristics, customer acceptance and marketing focus. In this paper, KL company as the specific research object, analyze the current situation of marketing environment, marketing strategy and the marketing team. Summarizes the reasons of its marketing performance stalled,such as task division of labor, pay practices, back office work, personnel training, business guidance, etc. And the influencing factors of marketing,such as product structure, marketing reward, marketing personnel, remuneration process guidance and back office services. In order to promote the further growth of the marketing performance, this paper combined with the particularity of distribution network intelligent product marketing, put forward the proposal that re-frame the partition of product structure, market area and management, marketing team division of labor and management, compensation and incentive, agent management, marketing, talent recruitment and training, international marketing and so on.