Research On The Marketing Strategy Of Electrical Wire And Cable Products In Jinbei Electrical Company

Along with social economy development,there is an increasing demand for wire and cable products.And demand more and more diverse.At the same time,wire and cable companies are also increasing;excess capacity makes part of the wire and cable products.Also increasingly fierce competition between the wire and cable companies,due to the homogeneity of the product competition between products into price competition.In recent years in the industry changes fast,has a new growth point,enterprises in the industry is faced with development bottleneck,however,the industry facing reshuffle.Companies to seize market share mainly spent on marketing strategies and new technology research and development.Jinbei electric company in the process of development also met the problem mentioned above.In order to pointed help Jinbei electric to solve these problem.Jinbei electric enterprises as the research object in this article,through study the status quo of enterprise of Jinbei electrician as well as with the theory of PEST and porter's five models that includes the analysis of the macro and micro environment.The market environment is analyzed in this article.By using the theory of STP,Jinbei electrical products for the first step of market segmentation.The whole market according to the different needs of buyers of products or marketing mix multiple sub market segment.The second step according to the enterprise's external environment and internal resources to determine the target market.The third step market positioning,according to the target market is the demand of consumer competition situation and the present situation of enterprise itself.The use of appropriate marketing mix to establish the products of this enterprise the location of the image in the target market,based on the market the key features and benefits of the product.Using the theory of 4 PS,respectively from the product price channel and promotion four aspects to discuss the marketing mix theory Jinbei electric wire and cable products.According to the actual situation of enterprises to develop a suitable for enterprise's marketing mix strategy.This article through analyzing the Jinbei electric enterprise's marketing environment,market segmentation target market selection and market positioning,formulate the accord with the actual situation of the company marketing strategy.This has a guiding significance for the electrical wire and cable products sales andproduction of Jinbei,also for industry other enterprise also to have certain reference significance.