Research On DYH's Transformer Product Marketing Strategy

In recent years,China's economic reform is developing rapidly,and the demand for electric power is becoming larger and larger.In order to meet the needs of electric power for economic development,the power sector in China,on the basis of increasing the power supply,replace the power equipment,and constantly improve the efficiency of power transmission.Therefore,the demand growth of the power equipment industry has led to the transformer industry,which makes the transformer industry develop rapidly in recent years.The company mainly produces DYH transformer in electric power transmission equipment,in the background of economic development and industry such as dividend,got rapid development,the market share is more and more high,the company also set up in this period of time,so that the DYH company has become the leading enterprise in China transformer industry,take the national transformer the innovation of research and development projects.However,DYH company still lacks some experience in marketing practice,and the market competition is also increasingly fierce,so it is necessary to optimize the marketing strategy.Therefore,this paper mainly studies the marketing strategy of DYH transformer products.The research on marketing strategy of DYH company uses literature research method and induction method.First methods,including the main play guiding role;secondly,reviews and summarizes the theoretical basis of this paper,including marketing theory,industrial product marketing theory,marketing theory of transformer products,to provide theoretical support for the paper;then and the macroscopic environment,the internal environment of DYH company and the industrial structure was analyzed to provide the basis for the optimization of the following marketing strategy;then,on the marketing actuality of DYH transformers are summarized,and find out the problem,cause analysis.The problems are:marketing system and marketing idea is not mature,the product strategy of single product structure and combination of richness is not enough,the price strategy and conservative pricing mode is not flexible enough,the marketing channel marketing channel construction is not perfect,the promotion strategy promotion methods lack of innovation;then,according to the problems and reasons,proposed optimization scheme.Among them,the target market is selected in the current good reputation of the core market,such as Wuhan region.In product strategy,DYH companies need to adjust product structure,rich product portfolio;in the price strategy,take a variety of flexible pricing strategy,such as customer demand for reverse pricing and big data analysis pricing;in marketing channels,direct customers and distributors sales subsidiary,using scientific methods to manage the channel and improve the efficiency of the channel;in the promotion strategy,optimize the traditional marketing strategy,the importance of network channel construction.Finally,it puts forward the guarantee measures of marketing strategy implementation,including organization,human resource,information system and enterprise culture guarantee.