Marketing Strategy Of Z Electric Company Based On 4R

Electricity,a fundamental energy resource,is closely connected with social activities.Power transmission and distribution products play a vital role in the whole process of power generation,transmission and distribution,and then consumption.Recent years have witnessed a vigorous development of the power transmission and distribution industry as infrastructure construction cannot go without power construction,which is also one of the main indicators of socioeconomic development.Z electric company,though an enterprise focusing on the R&D,manufacturing and sales of power transmission and distribution products,is currently backward in relevant technologies due to insufficient R&D investment,which further leads to its less-than-5%sales net profit rate in 2020.Seen from the perspective of net profit rate,Z electric company still has a long way to go.Given that Z electric company is preparing to go public,it is most urgent for the company to improve its performance and increase its profit.However,the sales growth of Z electric company has been slowing down,worsened by the fact that it has not found an incremental market.In view of the current situation,Z electric company needs an urgent adjustment of its marketing strategies.This paper starts with a study of industrial products and their marketing characteristics,as Z electric company manufactures industrial products.Then SWOT analysis is employed to analyze the internal and external environment of Z electric company.Surveys on key customers were also conducted and results are summarized.Finally,an improvement scheme of marketing strategy and a series of related safeguard measures are put forward based on the 4R Theory,in order to provide effective solutions for Z electric company to achieve its business objectives through the adjustment of its marketing strategies.Through the adjustment of the organizational structure,building the after-sales service system,set up a cost control team,increase investment in R&D and increase enterprise information construction,to improve sales revenue and increase operating profits,the improvement of the company’s comprehensive ability for enterprises should be strengthened It has played a positive role in the changes of the market.The research can also provide reference for relevant enterprises.In the future,more experts and scholars can participate in the research of sales strategy of industrial products manufacturing enterprises,become a valuable practical achievement,and help the transformation and upgrading of Chinese manufacturing enterprises.