Research On TP Changzhou Company’s Market Strategy Of Motor Laminations

TP Changzhou Company is a wholly-owned subsidiary of TP Group,established in Changzhou,China in 2004.It has achieved steady development in China for 16 years with its headquarter advanced technology and international customer base,,and has become a benchmark enterprise and industry star in China motor stator silicon steel stamping industry.However,in the speed of China under the "new normal",the marketing effect of TP Changzhou Company is unsatisfactory,which makes the enterprise lose the power source for long-term development.The troubles of TP in Changzhou company has the foreign capital enterprise in China industrial products marketing the universality and representativeness,this thesis is through the TP Changzhou company marketing strategy research,combing out of industrial products marketing strategy suitable for the current market environment,for foreign processing enterprises in China to provide the theory basis of marketing strategy and practice guidance,To help and promote the sustainable and healthy development of such enterprises.This thesis uses literature research method,case study method,induction method and other research methods.Firstly,the development background of TP Changzhou Company is generated,and the external environment(political environment,economic environment,social environment,technical environment)of TP Changzhou Company is combed and analyzed by using PETS tool.Porter’s five Forces model is used to analyze the industry environment of TP Changzhou,and understand the threats of industry competitors,potential competitors,substitutes,and upstream and downstream threats of supply chain.Using SWOT analysis model,analyze the internal strengths and weaknesses of TP Changzhou Company,External opportunities and threats.Through the analysis,it is realized that the advantages of TP Changzhou Company lie in leading technology,industry position,brand advantage,scale effect,etc.Meanwhile,it is also clearly recognized that there are problems in product positioning,marketing strategy management,marketing team management,operation and other aspects.On the basis of the analysis,STP strategic analysis tool is used to define and analyze the market segment where TP Changzhou Company is located,and to accurately position the target market and products.First of all,according to the application,volume,location,quality and technical level,clear positioning for the company’s professional ability to play a technical threshold,and the number of single products is relatively large domestic market and a limited number of applications.Positioned as "the professional partner of iron core solutions in the motor industry",and constantly invest in research and development of new technologies and processes,to maintain the leading position in technology.Then,based on the analysis of the current marketing situation of TP Changzhou Company,put forward the 4P marketing mix in line with the current stage of TP Changzhou Company.Products focus on small and medium-sized motor silicon steel core punching core business,and provide value-added services based on core business,specifically targeting advanced applications such as new energy vehicle drive motor;In terms of product price,in view of the objective reality of the industry in which material cost accounts for a high proportion of the selling price,cost pricing is mainly adopted,supplemented by differentiated pricing to meet the needs of different applications.At the same time,ladder pricing and other strategies are adopted to enhance customer satisfaction in order to ensure the large-scale demand of customers.In terms of channels,it proposes to expand new channels on the basis of improving existing channels.It not only maintains the direct sales mode of door-to-door sales by existing sales personnel,but also proposes B2B marketing channels based on network.At the same time,it promotes a new full-staff marketing system and supporting incentive measures,aiming to fully exploit internal and external resources to expand marketing channels.In terms of promotion,in addition to participating in target exhibitions and industry associations,we also promote sales by building online communities,participating in industry forums and establishing various circles of enterprise friends,aiming at different industries and groups.Finally,in order to ensure the effective implementation of marketing strategy,put forward the implementation of the safeguard measures.Put forward the establishment of customer relationship management(CRM)and enterprise resource management(ERP)system and the application of management software;Improve the current marketing personnel report system,quickly respond to the market,improve decision-making efficiency;Build a healthy corporate culture by continuously creating organizational clarity;Identify key positions and key talents,establish incentive measures according to the characteristics of positions,and give full play to the subjective initiative of personnel;Dynamic customer credit management.Project evaluation covers customer credit evaluation as the access threshold.Dynamic customer credit management is carried out according to order quantity,shipment and payment collection in the stage of mass production and supply,so as to realize risk control.