Research On Marketing Strategy Of Company A's Therma Power Business In Southeast Asia

Thermal power market concentration is higher,A company,Siemens,Mitsubishi and Toshiba,this 4 international multinational companies as a traditional four strongest companies,represents the thermal power is currently the world's highest level of key equipment design,production and manufacturing and service fields,hold more than 50%market share in the global market.Harbin,Shanghai and Dongfang are the China's three big power,the introduction of advanced international in the traditional four thermal power suppliers'technology,after 15 years of independent research and development and innovation,and accounted for 85%of China's market share so far.A Company needs to reposition marketing strategies and changes the priorities from China to other regions.As "One Belt One Road" proposal is presented in 2013 by China President Mr.Xi Jinping,and most of countries along belongs to developing countries,lacking of power project and enough electricity supply.Equipment is aging.outstanding problems such as poor management and grid infrastructure backwardness,unable to guarantee continuous and stable power supply,demands for power investment has a rigid,but especially of Southeast Asian nations demand.The "One Belt One Road" policy has been and will benefit countries along the belt and road routes,providing financing and construction support.Therefore,it is bound to become another profit growth point of A company to develop the marketing strategy for the Southeast Asian market.In this paper puts forward the research purpose and meaning,the statement of the current is marketing strategies related to domestic and foreign research dynamic and direction,and the related basic theories and main content was summarized.Second in the paper main body part by means of thermal power market in southeast Asia each country respectively,in-depth research and analysis,using PEST macro environment analysis model of the comprehensive analysis of the external environment of southeast Asia market,based on market research and analysis results,summarized and summarized,and introduced the market prediction model of electric power elasticity inhalation,in order to construct the market trend and analysis prediction model,forecast the entire southeast Asia a summary of the development of thermal power market in the next 5 years.The STP method is used to segment target market,the find out the key market in target area for the market.For products sold by A company and the company's industry,created SWOT model to analyze the internal advantages and disadvantages,external threats and challenges of A company,on this basis,combining with the company's advantage and 4P marketing theory.established A thermal power company business in southeast Asia market marketing strategy.Using the Balanced Scorecard Principle to establish the evaluation of A company thermal power business marketing in Southeast Asia strategy index system,constructs a AHP model to assess the marketing strategy of the marketing effect,the importance of the marketing strategy of different sort,based on different marketing strategy recommendations.This paper studies the marketing strategy of company A in the southeast Asia target market,which has some guiding significance for the design,manufacture and after-sales service of thermal power equipment.Paper on how to enter southeast Asia thermal power market,select the target country and target market gives a detailed analysis,for the sales of similar products with A company to enter and develop Southeast Asia market also has a very good reference.