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In the research of AB company marketing strategy and tactics China region

Author: HangYin
Tutor: JiangNing
School: Nanjing University
Course: Business Administration
Keywords: STP Marketing strategy CRM Marketing tactics research
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 12
Quote: 0
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Abstract


If the production-oriented enterprise compared to a dumbbell, so production and marketing is the two ends of the dumbbell. Visible, production is the foundation to realize production capacity, and marketing is the assurance to achieve revenue. In view of China such huge market, tens of thousands of production-oriented enterprises cluster and compete for survival, but Darwin’s "survival of the fittest" choose a few outstanding enterprise survived. Compared the market to a big cake, the amount is certain. In order to get the one part of the considerable, each company carries out reforms separately from production, technology, management and marketing to obtain sustainable competitive.When China joins the WTO, China’s economy is developing rapidly, and mechanical industry expands constantly in the good environment. The increase of the external demand stimulates the development of the reducer industry, and the competition between each other turns to white-hot. Each competitor reduces production cost by large-scale investment and construction, and strengthens sales efforts by expanding the marketing team. In such circumstances, AB company’s sales increases year by year, and the annual sales in2010achieves450million R.MB, but the increase in sales doesn’t bring the increasing market share and profits. It causes the attention of the top company. In order to solve this problem, my research papers, is based on the further analysis of the marketing tactics through AB company’s marketing strategies in China region, to find AB company’s development direction in the future. This paper first talks about marketing demand, then puts forward market segment by analyzing different business units of product chain and relevant company type, and describes the clients who have the same demands. Through segmental market’s attraction and company’s advantage, we choose target market and summarize the reason why clients "have to buy", and distinguish who is the first, the second and the third target clients. Then we introduce market position, and put forward the CRM strategy based on the equipment manufacturer, the end user and large design institute. Through SWOT analysis, we bring forward the competitive strategy that AB company carries out now. Next, it introduces the application of CRM strategy in business units of product chain, the marketing tactics of key customer of key industries, big customers, company agents and general merchants. Finally, we give objective evaluation of this marketing tactics practice, summarize the successful experience and put forward some suggestions.There are two reasons why choosing China developed areas to do the marketing strategies and tactics research, one is considering the developed areas have representative characters, and its mechanical industry is relatively mature. After the implementation of the new marketing tactics, the market responds quickly, its effect shows geometrical times amplification, and it’s easy to consider. The other one is considering the effect of developed areas can be effective throughout the country, at the same time the research also can help the product itself on a wide range of propaganda. The research based on the marketing strategies and tactics of AB company in China can apply to the similar foreign production-oriented enterprises equally.

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