The Research On Coal Group Marketing Strategy Of Shenzhen H Industrial Lighting Co.,ltd.

With the rapid developm ent of economy for many years C hinese especially the rapid With the rapid developm ent of China's economy for many years,especially the rap id development of the city,China's lighting industry is growing rapidly with a huge market and fierce competition.This brings about plenty of management issues in the produ ct research and development,marketing,quality assurance,af ter-sales service,corporate culture.Their first consideration of the bus iness development strategy includes how to grasp the forefront of the market demand information to better meet the development of the market demand of high quality lighting pr oducts and how to adopt m ore scientific and reasonable marketing idea to occupy greater market shares.Through the m arketing theory,with consid eration of technology,m arket,personnel,marketing strategy status in Coal business unit of H,with com prehensive use of the SWOT analysis theory,this paper analy ze the advantage of H Company in product quality and service and m anagement and di sadvantage in the price,m arketing with respect to other m anufacturers.Facing the com petition of external lighting manufacturers and national policy on the deve lopment of the coal industry threat,this paper concludes that H Coal Company s hould adopt the diversification strategy.Through the theory of P orter's five forces model,analysis of H company's competition position and threat in the industry and its own advantages and disadvantages,by the STP theory,this paper segment the company's market and determine the main target market and market positioning and conclude the main marketing for high power LED products,solar lighting products and building lighting produc ts for R & D.On one hand,the com pany digs deep in the coal m arket that benefit gua ranteed,and on the other,extended to surroundi ng blank market that demands for industrial lighting and explores to development in the new field,like coal port lighting demand.Finally,this paper puts forward the corresponding countermeasures to the marketing strategies of H company using SWOT strategic combinati on theory,introduce 12 m arketing major goals and means of control of the DCBAMS management concept,and build system management model for eight m arketing management ideas later and ad vocates in the marketing practice every link is connected to DCBAMS cycle to set standards and procedures,and gradually im prove the system and achieve the seam less connection of business enterprise internally and externally by eigh t mutual coordination and collaboration.With good product quality and se rvice,the objective is to achieve one-stop integration in dem and,plan making,reporting plan,plan appr oval the signing of the contract,delivery,instal lation,technical guidance,pa yment,service system and after-sales service.From view of company development stage,the company still needs to promote the cultural construction work,do a good job in communication with customers to strengthen cultural exchanges,work together to build the enterprise culture,improve the image of H Coal company as a learning type enterprise.The analysis used for the coal industry and lighting industry and the marketing strategy,provides a guiding role not only for H Coal Company,but to the same lighting coal companies and customers.This paper offer more lights on how to learn m ore of the market marketing theory and the method.It is the objective of this paper to m ake the coal customers grab the skill of knowledge and more industrial lighting products.