Study on the Electricity Transmission and Distribution Equipment Manufacturing Enterprise for Marketing Strategy
|Keywords||AREVA Electricity transmission and distribution Marketing strategy Marketing mix|
Marketing strategy is the key to acquire competitive advantage. With the trend of global competition intensifies, marketing strategy research by academic and business circles pay close attention to, its theoretical connotation and practical experience have been constantly enriched and promoted, is believed to be the enterprise participates in the market competition the powerful weapon. Therefore, many company make marketing strategy into enterprise strategy, through studying on the enterprise marketing environment, industry environment, resources environment and so on, marketing strategy for the enterprise oneself characteristic and external competitive is developed, and put it into practice.This paper first discusses the basic theory of marketing strategy, and then analysis of AREVA T & D facing internal and external marketing environment and their own marketing advantages with“PEST”“SWOT”and Michael Porter five force model,finally gives the objective evaluation of the AREVA T & D at present in China marketing strategy. On the basis of this, the paper discusses AREVA T & D ’s marketing strategy in China in the future, with reference to ABB, Mitsubishi and other multinational companies marketing success experience. In order to ensure the implementation of the marketing strategy, AREVA T & D must change the marketing organization structure, build marketing team, cultivate enterprise marketing culture, pay attention to customer relationship management and after-sales service.This study want to provide suggestions and countermeasures for AREVA T & D and Other enterprises when they make marketing strategy.