先锋电工科技有限公司营销策略分析

摘要
本文作者在宁波先锋电工科技有限公司任职业务员，工作内容主要是搜集市场信息与开拓市场。本人根据作者的实际工作进行选题，最终希望能够通过对先锋电工科技有限公司的营销管理研究，为公司制定出一套具有可操作性的营销策略。
宁波先锋电工科技有限公司是先锋电器集团有限公司的新成立的全资子公司之一，现阶段主要生产销售电源转换器，欲以先锋电源转换器为跳板，凭借此营销渠道，打入墙壁开关、照明等电工电料行业。本文重点探讨先锋电工科技有限公司插排产品的营市场销策略问题。
本文通过对先锋电工所处的宏观环境进行结构化分析，对政治、经济、社会环境和竞争环境分析预测插排行业的前景。根据中国人口因素和消费习惯，对插排市场容量进行预判。利用波特五力模型对插排行业环境进行解剖分析，并结合企业资源与消费者分析确定目标市场，根据先锋电工优势与资源制定营销策略。渠道为王，终端制胜。借鉴快消品渠道模式，结合插排行业实际，制定渠道策略。
通过研究，本文认为先锋电工的营销策略必须以渠道关系管理为核心，以品牌为纽带，拉近公司与顾客的距离。把握消费者需求，实行产品差异化策略，完善销售管理，实现产品销售的良性循环。
关键词：营销策略，SWOT分析，STP分析，4P分析，产品差异化
Abstract

In this paper the author in NingBo XianFeng electrical technology Co., LTD. Office clerk, the main content work is to collect market information and expand the market. I with the author's working carrying out the plan, to the end that can through to pioneer electrical technology Co., LTD. Of the marketing management research, to develop a set of the practical marketing strategy.
NingBo XianFeng electrical technology Co., LTD. Is a pioneer electric group Co., LTD. Is a wholly owned subsidiary of the established the new one, the main production sales power converter, desire to pioneer power converters for the springboard, with the marketing channel, into the wall switch, lighting and electric industry. This paper discusses the pioneer electrical technology Co., LTD. Strip products market marketing strategies for the camp.
This article through to XianFeng the macro environment of electrial place for structural analysis on the political, economic and social environment and the competitive environment analysis and prediction of strip of the future of the industry. According to China's population factors and consumption habits, market capacity to strip in anticipation. Use potter five competitive forces model to strip industry environment to dissect analysis, and connecting with the enterprise resources and consumer analysis to identify target market, according to pioneer electrician advantages and resources developing marketing strategy. Channel for the king, and the terminal to win. Quick reference consumption goods channel mode, combined with strip industry and formulate channel strategy.
Through the study, this paper argues that Xianfeng electrician's marketing strategy must be in channels relationship management as the core, the brand is the link, the close distance between the customer and company. Grasps the consumer demand, a product differentiation strategy, perfect sales management and realize the virtuous cycle of product sales.
Keywords: marketing strategy, the SWOT analysis, STP analysis, 4 P analysis, the product difference

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