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Research on Marketing Strategy of the TC Company from2012to2016

Author: WangLei
Tutor: LiZuoMei
School: Harbin Engineering University
Course: Business Administration
Keywords: cable enterprises Enterprise competitiveness strategy
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 19
Quote: 0
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Abstract


In2012-2016in China just in the twelfth five-year plan period. According to the national"The Twelfth Five-Year Guideline" planning, it is estimated that by2015, China’surbanization rate will reach53%, invest in the construction of the main direction for urbanpublic facilities, public buildings, infrastructure. Because these places personnel relativeconcentration, the security requirement is higher, these places more suitable for use with lowsmoke, zero halogen, prevent fire the characteristics of special cable. Is expected to "TheTwelfth Five-Year Guideline" five years, our country to fire cable demand will more thandouble the "11th five-year plan". A surge of market capacity at the same time also makes themarket competition into white-hot, and therefore make a set of suitable for enterprise’smarketing strategy for enterprise sustained, healthy development has important practicalsignificance.The TC company is one of the first enterprises to enter the domestic fire cable market,increasingly prominent contradiction face serious homogeneity and the interbank strongcompetitors competition from cheap, TC needs to grasp the the good2012-2016five-yearmarket opportunitiesdevelop a marketing strategy planning, according to their owncharacteristics. In this paper, the theory of marketing knowledge, the first comprehensiveanalysis of several aspects of the macroeconomic environment, industry environment, and TCactual operating status, and the analysis of the results of the SWOT model TC companynearly five years of corporate strategic planning; then combined with the TC marketsegmentation and accurate positioning, target market selected the TC company developed amarketing strategy for2012-2016, at the same time, from product strategy, pricing strategy,distribution channel strategy and brand promotion strategy in four areas TC companymarketing strategy. Finally, effective implementation in order to ensure the strategydeveloped specific protection measures.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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