Research On Marketing Strategy Of High Voltage Cable Products Of M Company

Under the background of green and environment-friendly development,the high-voltage transmission mode with high efficiency and low energy consumption has become the inevitable trend of power industry development.Therefore,it is an inevitable trend for the power industry that the high-voltage cable gradually replaces the medium and low-voltage cable.Because the customers of high-voltage cable products are large-scale central enterprises with strong capital such as State Grid and China Southern Power Grid,the Enterprises which with the capacity of high-voltage cable manufacturing are competing to lay out the market,innovate marketing strategies,expand market share,and strive for greater performance and development.M company is a domestic special cable main board listed company.Due to the relatively late entry into the high-voltage cable product market and the lack of experience in the high-voltage cable manufacturing,marketing and service,the marketing performance hasn't been significantly improved,M company needs to develop an effective marketing strategy to solve the current dilemma.As the customers of high-voltage cable product have the typical characteristics of big customers,M company not only needs to apply for 4C marketing theory methods,but also big customer marketing theory methods in the process of formulating the marketing strategy of such products.And the combination of the two can form a more effective marketing strategy.In order to put forward better suggestions for the marketing strategy of M company's high-voltage cable products,this paper first introduces the marketing theory,4C marketing theory,and the key customer marketing theory,forming a marketing strategy based on 4C marketing theory.Secondly,it analyzes the basic development,industry status,competitors and customers and masters the market,competitive environment and key customer information.Then,analysis the existing marketing strategy and the shortcomings of it through the collection of first-hand data and expert's interviews.Moreover,using the relevant methods of key customer marketing,starting from the four aspects of customer,cost,convenience and communication according to the 4C marketing theory framework,the paper puts forward the strategic of establishing the normalized simulation evaluation mechanism,build multi-level customer communication estimates,an open customer service platform,and a power grid business technology communication platform.Combined with the different characteristics of the leading,initial understanding,in-depth,partner and joint stages of major customer marketing,the paper puts forward specific methods and suggestions for different stages in each strategy.In addition,in order to ensure the implementation of marketing strategy,this paper also proposes supporting strategies such as improving the system,building a team and expanding the scale.These strategies have important guiding significance to develop the market of high voltage cable products for M company in the next step.