Xidian GM's Marketing Strategy Research

The construction of strong smart grid brings huge market demand for power equipment, the research on the marketing strategy of XDGE may offer valuable reference to solve the problems of marketing present situation, seize market opportunities to win their own development and growth.This paper introduced the market segmentation theory and 4V marketing strategy, and analyzed the marketing environment of XDGE by PEST, Five forces model and SWOT, discussed the current problems through interviews and comparing with the competitor who is outstanding in power industry. Based on the above description and discussion, this paper brought a differentiated marketing strategy. The results were shown as follows:The macro environment is suitable for XDGE who has the broad prospects in smart grid marketing, ability of competitors and buyers bargaining both are stronger, XDGE who is belongs to a combination of opportunity and weak has the abundant technology but core competence is still relatively weak. The current problems are:all of target customers are not covered well, new channels performance are not good to keep on cooperation, XDGE wanted to sale more but it never happened, target customers are still not impressed by salesman. The new strategy model is designed from four different latitudes:market segments, building channels, differentiated marketing and public relations strategies. The principle for target marketing is presented by the theory; New principles and objectives were designed according to the channels situation; The 4Vmarketing strategy is consisted of the technology differentiation, the functions versatility, the value-added services, and the resonance between customer and enterprise; A service system who also serves as the way of public relations would help XDGE to establish a brand image and enhance the core competence.The main value of the paper is to offer reference for marketing strategy of XDGE by solving the existing problems and enhancing the competence by designed a differentiated marketing strategy.