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Marketing Strategy Research of Chengdu Hongbo Industrial Co.,Ltd.

Author: DengXueLi
Tutor: JiangJianPing
School: Southwest Jiaotong University
Course: Business Administration
Keywords: Marketing Strategy Tungsten and Molybdenum MarketingManagement
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 4
Quote: 0
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Abstract


How to keep competitive advantage in the changing world is a big problem that every enterprises’managers have to face, while science and technology are improving, competitions are more severe and the marker environment is changing. As a critical part in the organizational strategy, the correct choice and the effective implementation of marketing plays a vital role in the sustainable development of an expertise.The thesis, based on CHENGDU HONGBO INDUSRIAL CO.,LTD, is to make correct and feasible marketing strategy for HONGBO by analyzing its developing background, operating status, product structure, competitive environment, etc; and combined with modern marketing theory for its sustainable development.There’re five parts in the thesis and the contents are as below:Part one is the research background and content, mainly introduced the basic information of HONGBO and its products overview, the reason of choosing the topic and the content needed to be analyzed;Part two, describes marketing theory knowledges including the changing of marketing concept, marketing mis theory, function of marketing and its making process:Part three, do SWOT analysis through the inner and outer environment analyzing of an expertise and provide it to companies to enable them to make use of the outer opportunity and its own advantages which means to avoid outer risks and reduce inner mistakes, put forward corresponding strategic decisions and some urgent problems of HONGBO as well;Part four, make analysis and some suggestion about products, price, channel and promotion strategy by4P marketing mis theory based on marketing target market selection and positioning analyzing. Use BCG model to analyze the products model of HONGBO and to make specific strategy about different product;Part five, do some analysis and advice about organizational framework, human resource, expertise culture development and marketing control in the implementation process of marketing. The final focus is to adjust and optimize the marketing group and marketing incentives.

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