Research On Marketing Strategy Of Cable Enterprise Company A

With the rapid development of the market economy,the market environment is changing with each passing day.The mainstream of China's cable industry is in a rude production and management model.Most SMEs are concerned about short-term economy benefits,and are reluctant to invest much money on research and development of high-end products.A lot of basic research work has not been carried out.Comparing with the over-hundreds-of-year research & development in foreign countries,there is a long way to go to catch up with their knowledge,scholarship,talents and experience.There only few leading enterprises in China,such as Far East Cable,are investing in research and development every year,whose investment increases year by year.The wire and cable industry is the second largest industry in China after the automotive industry,with product spectrum satisfaction rates and domestic market share exceeding 90%.According to statistics,there are currently tens of thousands of wire and cable enterprises in China.In the world,the total output value of China's wire and cable has surpassed that of the United States,becoming the world's largest wire and cable producer.The marketing ability of an enterprise is often a guarantee of profitability.If there is not enough market demand for products and services to create value for the company,then the company's operations,financial accounting and other efforts are nothing more than mirage.Because marketing is the foundation of a company's profit.Therefore,they have to re-examine their business model in the new market environment.Even market leaders such as Microsoft,Wal-Mart,and Intel have acknowledged the existence of such pressure.Jack Welch(former executive of General Electric)has often warned his employees: "Either change or fail."Company A as a cable enterprise,sales revenue in recent years have increased,but overall profitability is declining.Moreover,future market growth points and future business breakthroughs are very vague,and internal management contradictions are becoming more prominent.The distributors and the domestic marketing team are not very motivated,and theircombat effectiveness is not strong.The current marketing model is unable to adapt to the development of the market and the requirements of the company's strategy.In order to improve the profitability and market development ability of cable company A,this paper studies the marketing strategy and marketing tactics of company A.Based on the theoretical analysis,the actual situation of Company A,the combination of overall analysis and partial analysis,SWOT analysis method is used to analyze the advantages,disadvantages,opportunities and threats of Company A in marketing management.Based on the marketing strategy theory,the company conducts internal and external environmental analysis and industry analysis of Company A,and designs a marketing strategy that conforms to the strategic development of Company A and its corresponding marketing tactics.To achieve high quality standards,and to develop cutting-edge products to lead the market,Company A will vigorously promote R&D investment in products.At the same time,this paper made the industry development path and broadened the market scope for The Company A by analyze Company A's industry and products.Meanwhile,these realized the effect of integrated marketing,and created efficient marketing channels.Change the traditional marketing model and ultimately achieve the purpose of corporate strategy development.In addition to formulating a marketing strategy suitable for the development and management of The Company A,this paper also accurately repositioned the market,formulated corresponding implementation strategies,and was effective through means such as“organizational restructuring,capacity building and business upgrading” and safeguard measures.Enhance the marketing strength of cable The Company A,thereby improving profitability and core competitive advantages.It is believed that it can have certain reference significance to the cable industry and others companies.