Sun Wah Group study in the power plant DCS industry marketing strategy
|School||Nanjing University of Technology and Engineering|
|Keywords||Marketing environment Marketing Strategy Marketing Mix|
Since the end of last century, the rapid development of the domestic economy increased the demand for electricity, also stimulated the demand for electrical equipment the rapid development of electric power equipment maket has attracted more and more participants, and the market competition has become increasingly. Xin Hua group is facing new opportunities and challenges.Based on the actual marketing situation of Shanghai Xin Hua Control Technology Group Limited (Xinhua Group), this article analyzes the marketing strategy, using current marketing theory. First it takes a macro view of power station control system industry by means of PEST analysis method and forecasts the opportunities and challenges in this industry. Then, it analysis the marketing environment of Xinhua Group by five forces model and SWOT analysis and summarizes the strengths, weaknesses, opportunities and risks in development. Third, it lays out the strategic marketing direction and detailed marketing strategy in terms of product strategy, pricing strategy, channel strategy, brand marketing strategy, organizational restructuring strategy, relationship marketing strategy and so on. The last but not the least, thanks to the computer technology, it designs a complete process of CRM (customer relationship management), in order to raise the level of marketing management.I hereby intend to develop a scientific and practical marketing strategy, instead of the sophisticated theory and cut-in methods, for Xinhua Group, combined with its own actual daily work and current marketing features. I strive to apply the marketing theory in our daily work, and I’m willing to contribute my part in the development of Xinhua Group.