Mining the nature of the battery of entertainment - A brand batteries integrated marketing strategy.doc

 PAGE \* MERGEFORMAT 21 Mining the nature of the battery of entertainment - A brand batteries integrated marketing strategy 1, A summary of the external environment brand batteries (A) the capacity of the domestic battery market and the potential volume, in particular, the potential amount of alkaline batteries is very large, the battery market is an attractive large ‘cake’. Our country is increasingly becoming the world’s largest battery producer and the largest battery consumer. In 2000, China’s annual output reached 17 billion batteries, consumption of 7 billion, per capita consumption of 6.6. China ‘95’ and the 2010 development program, has made it clear the new electronic components as its pillar industry - one of the key development of the electronics industry, electronics industry turn a new power supply as a new focus of the development of electronic components. Such a policy orientation is based on national market opportunities for the battery industry’s confidence and determination. In addition to the support size of the market outside, A brand is also facing a battery industry technology upgrading, the product a good period of structural adjustment. Disposable batteries is China’s traditional industries, but the vast majority of manufacturers, low skill levels, the main production of carbon-zinc batteries, resulting in carbon-zinc batteries significant excess capacity, the market is price-driven low-level state of vicious competition. China’s current manufacturers can produce only a handful of alkaline batteries, alkaline batteries is only about 15% share, while developed countries such as the U.S. alkaline battery market share of nearly 80%, alkaline batteries are environmentally friendly features of its high-energy gradually replace the carbon-zinc batteries consumption. In recent years, China’s production of alkaline zinc-manganese battery with 50% average annual rate of increase, and the other, according to experts forecast annual growth rate