Research On The Marketing Strategy Of RD Cable Company

The development of wire and cable industry is one of the important pillar industries in China’s economic market.It is directly related to the level of national economic development and is widely used in various fields.Its application scope involves power,construction engineering,communication technology and other fields,so it is closely related to the construction and development of basic industries.At the same time,in recent years,the state has put forward the goal of energy conservation and emission reduction,and set a high standard of high safety,high reliability and high efficiency for wires and cables.This article focuses on a typical domestic wire and cable enterprise,namely Rd company.The company’s main business is the R & D,design,production,manufacturing and marketing of wires and cables,with the characteristics of industrial structure integration.The types of relevant enterprises in China’s wire and cable industry are reasonably divided,mainly based on the basic structure of the current capital and the product attributes of production.The remarkable feature of the third tier is that it covers a large number of enterprises,and the scale of enterprises is significantly different,the types of products produced are also basically some commonly used standards and medium and low voltage products.This is consistent with RD company,which belongs to the third tier.This type of company is facing the situation of intensifying competition and thinning profits.How to effectively improve the competitiveness of enterprises,increase operating revenue,improve enterprise profits and improve customer satisfaction is a problem that needs to be solved as soon as possible.Therefore,based on the typical analysis framework of marketing strategy,combined with relevant first-hand and second-hand information and data,this paper makes an in-depth analysis and exploration of the current marketing strategy of RD company.Firstly,based on the external market competition environment faced by the company,this paper makes a comprehensive analysis,and displays its analysis results with the help of PEST method.At the same time,it also analyzes the internal environment and marketing status of Rd.On the basis of the above content analysis,this paper summarizes the shortcomings existing in the further development of the company’s marketing status,which are mainly reflected in the lack of market sales price advantage,the low efficiency of fund recovery,and the simplification of distribution channels.In view of the above problems,it puts forward suggestions for strategic improvement,mainly involving the use of general-purpose products to enhance market share,and relying on its own advantageous products to increase profits,Shift the focus from residential construction market to public buildings and new energy market,and formulate online and offline marketing plans,so as to strengthen the market competitive advantage of enterprises and increase market share.The results obtained through research and analysis in this paper can also provide a certain reference for wire and cable enterprises to formulate marketing strategies,achieve long-term stable development and develop market positioning.The focus is to design and formulate marketing strategies suitable for their own development under the background of the new era for the segment market of this industry.