Analysis And Optimization On Marketing Strategy Of H Ceramic Capacitor Company

Philip Kotler,the father of modern marketing,once said that marketing must be the center of enterprise.In the era of product homogeneity,market competition is becoming more intense than ever before.In order to get good benefits in the rapidly changing market competition,the key is to choose the appropriate marketing strategy.But none of the company’s marketing strategy is perfect.Therefore,it is extremely important to analyze the desirable experience in the marketing strategy and to optimize the deficiencies based on the development strategy of the enterprise.The vigorous development of the defense and the electronic information industry brings enormous business opportunities for the ceramic capacitor industry.But domestic manufacturers are faced with tremendous development pressure due to the congenitally deficient for domestic manufacturers and the monopolistic position of foreign manufacturers in this industry.H Company is a well-known domestic ceramic capacitor manufacturers whose products are used in the field of military and civilian high-end electronic equipment.However,the company is also facing the problem of limited domestic military market capacity and low sales proportion of independent brand.Therefore,it is meaningful to analyze its advantages of the marketing strategy and to optimize the deficiencies.By choosing ceramic capacitor industry and H Company as the research object,this paper analyzes the marketing strategy of H Company,its advantages,as well as its disadvantages and limitations,and then proposes targeted optimization recommendations.First of all,according to the basic theory of marketing strategy management,this paper analyzes H Company’s external environment and internal resources ability in depth by using PEST and Porter’s five forces analysis tools.Secondly,it analyzes and summarizes the characteristics of “Three Heights” differentiated development strategies as well as the STP marketing strategy in H Company.What’s more,based on the strategy,H Company has built a marketing strategy with certain characteristics and advantages and has accumulated a large number of downstream customers in the domestic military market and high-end civilian areas through the innovation of products and technology,customer relationship management and strengthening of marketing team building.Finally,this paper summarizes the defects and limitations of the marketing strategy in H Company and puts forward some optimization suggestions on the marketing strategy,including adjustment of marketing organization structure,improvement of sales target and management system,optimizing brand strategy,implementing differentiated product marketing strategy,improving the level of product innovation and constructing the common values of marketing team etc.Hopefully,the H Company’s marketing model can be perfected,and its own brand sales scale can get further in the future.This paper is expected to contribute to the theoretical research in this field and to provide some guidance values for the marketing practice of the company,as well as some help and enlightenment for the marketing strategy construction of ceramic capacitor industry and other related enterprise.