Research On Marketing Strategy Of XINRUI Electric Company

Electric power equipment plays a role in transforming,transmitting,carrying,distributing and controlling electric energy.The electric power industry to which electric power equipment belongs is the basic industry related to national economy and people's livelihood.Xinrui electric co.,ltd is a small and medium-sized manufacturing enterprise specializing in 10 kv and below power equipment(electrical products).In recent years,the enterprise business continues to develop,sales growth steadily,but compared with the main competitors,at the same time,the market competition is becoming more and more intense,xinrui electric company will face new market challenges and growth pressure.In this context,how to optimize marketing strategies to enhance the competitiveness of enterprises becomes very important.This paper uses the literature analysis,quantitative analysis,comparative analysis,combined with pest,STP,SWOT,industrial marketing and other theories to study.Firstly,the research background and significance,research content and methods are described.Secondly,using SWOT to analyze the internal and external environment of xinrui electric company;Then according to the difference of marketing status and marketing objectives,marketing strategy diagnosis is carried out.Then according to the previous analysis to develop a new 4p marketing mix strategy;Then formulate relevant measures to ensure the implementation of marketing strategy;Finally,the conclusion is drawn and the future research is prospected..Through the analysis of the paper,the conclusion is drawn: through market segmentation,five target markets are determined,including OEM OEM market,power subcontractor market,industry customer market,municipal market and power grid company.;the use of more rich product strategy,especially the development of environmentally friendly switchgear.;flexible use cost additive process pricing quotation,at the same time,according to different markets,choose competition-oriented and customer-oriented pricing strategy.;strengthen the sales representative's direct sales mode,should also increase the middleman's channel strategy.;strengthen the traditional personnel marketing,new wechat promotion,SMS promotion,joint promotion and other strategic solutions.Through this research paper,provide practical reference for xinrui company's marketing strategy;At the same time,it also provides a reference for similar enterprises in the marketing situation similar to xinrui electric company.