Strategic Analysis of the Legrand Group Is the Marketing of Low-Voltage Electrical Market in China
|Keywords||Marketing Legrand low-voltage electrical appliances The differenceof marketing Customized solutions Integration|
Legrand Group started in the Chinese market and low-voltage electrical business in which low-voltage electrical market has expanded rapidly over the past10years, due to the lack of a clear marketing strategy, there is no rapid rise, no significant growth in sales volume, market competition, resulting in the traditional low-voltage electricaldid not establish a favorable competitive position in the process of pattern formation, since development difficult. National smart grid planning and construction market integration demand trends, however, create new market opportunities, the Legrand low voltage electrical appliances need to be taken to adapt marketing strategy, new development opportunities in the target market to establish a leading competitive position.Based on the above background, I hope to conduct a thorough analysis of the market of low-voltage electrical and Legrand enterprise marketing theory, to find a suitable marketing strategy for Legrand, the establishment of a firm’s competitive position in the new market situation. In this paper is divided into five parts:The first part of the analysis of low-voltage electrical industry to come to the macroeconomic environment is conducive to the development of low-voltage electrical industry, and the future trends of the low-voltage electrical is intelligent and integration; second part of the low-voltage electrical market analysis, the low voltage electrical appliances market has completely broken down, all market segments with different characteristics and needs, as well as the competitive situation of the major brands; third part of Legrand low-voltage electrical analysis obtained Legrand in low-voltage electrical the main advantage of intelligent product technical strength and construction markets products integration capacity; fourth, Legrand advantage and market segments, Legrand target market positioning in the high-end construction marketand large-scale residential market, and made Legrand should adopt a differentiated marketing strategy, review the contents of differentiated marketing strategy; final part of a summary of the results of the full text of the study.The result of this paper is mainly reflected in three aspects:First, discusses the development trend of low-voltage electrical market is intelligent and integration; analysis of a low-voltage electrical breakdown of the market situation and the needs of the market segments; Third Legrand take differentiated strategic necessity and differentiation strategy.