Research On Diesel Generator Set Product Marketing Strategy Optimization Of TH Company

These years,with the national strategy of "New Infrastructure" and "Channel computing resources from the east to the west",Diesel Generator Set as backup power supply have strong demand and broad market prospects.Coupled with external environmental impacts such as Sino-US trade friction,Russia-Ukraine conflict,adjustment of epidemic policy and Saudi Arabia and Iran resumed diplomatic relations,domestic Diesel Generator Set manufacturers are facing new challenges and opportunities.As a leading enterprise in the domestic Diesel Generator Set industry,TH Company has been focusing on the field of emergency backup power technology for a long time,and has always been committing to providing dealers with green,intelligent and high-end emergency power products and solutions.Because of its leading emergency power technology,TH Company not only gains the unanimous recognition by dealers and industry end customers,but also wins a good reputation.As a result,its domestic market share is increasing year by year.However,in recent years,with the sustainable improvement of R&D level as well as production capacity of Chinese Diesel Generator Set industry,the market competition is becoming increasingly fierce.The outstanding problems such as no difference in product performance,lack of flexibility in price strategy,low proportion of new channels and lack of innovation in promotion methods have hindered the further development of TH Company in domestic Diesel Generator Set industry to a certain extent.If the above problems can be solved,it would not only help the TH Company enhance core competitiveness in the Diesel Generator Set industry,but also provide impetus for TH Company to maintain its leading position in the emergency power industry continuously.Based on the marketing 4Ps theory and combined with the characteristics of industrial product marketing,firstly,this thesis summarizes and analyzes the industry and competition environment faced by TH Company’s Diesel Generator Set products.It analyzes the problems in the marketing strategy of TH Company’s Diesel Generator Set products through customer satisfaction questionnaire survey.Finally,based on the4 Ps theory,the thesis puts forward some optimization strategies,such as creating a market-centered product strategy,establishing a value-centered price strategy,improving the channel strategy combining regional distribution and industrial direct selling,and constructing a multi-mode combination of promotion strategy.And put forward a system guarantee measures from five aspects which are organization,resource investment,operation mechanism,information construction,risk control.The research conclusions of this thesis can not only provide reference solutions for the problems and dilemmas encountered in the marketing process of Diesel Generator Set products of TH Company,but also provide certain references for the sound business development of companies in the same industry,and together contribute to the sustainable,healthy and stable development of the domestic Diesel Generator Set industry.