The Improvement Research On The TBEA Hengyang Company's Transformer Marketing Strategy

With the coming of the age of the Internet and mobile Internet,the traditional manufacturing enterprises are more or less affected.At present,China's entire real economy encountered development bottlenecks,and the overall domestic economy perspective is not optimistic.In this context,for transformer enterprises,the current market demand is declining but more and more enterprises participate into the competition,the pressure of competition has been increasing continuously,the whole market situation is not optimistic too.Under this circumstance,if the enterprises want to develop better,they must have their own way to carry out appropriate marketing activities,because different products have different marketing strategies.For transformer itself is quite different from the general consumer goods,it's a kind of industrial products that face to major clients.The marketing method and marketing strategy research will be different from the general FMCG,and it's worthy to study.This paper takes TBEA Hengyang Company as the research object,and carries out a detailed analysis of the company's internal and external environment through the relevant literature references,to conduct the analysis of the existing marketing strategy by SWOT method to find out the marketing problems.And further to use STP method to segment TBE Hengyang's market,and make detailed analysis to each market segment to find out the object market.Based on the “4R” marketing theory,this research improves and optimizes the TBEA Hengyang Company's marketing strategy,and set out the specific supporting measures and performance evaluation for effective implementation of the improved marketing strategy.The author expect to fully understand of the current situation of transformer industry and fully be aware of the particularity of the transformer market through this research,and then make an objective assessment and understanding to the transformer market demand and the whole competition situation to enrich the theory research of TBEA Hengyang's marketing strategy and help to realize the “13th-five-year”plan.TBEA Hengyang is a large manufacturer specialized in the design,manufacturing and sales of transformers.The marketing strategy research will be a reference for other transformer companies of their activities in domestic and international marketing.