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With the development of GPS (Global Positioning System) technology in recent three decades, the applications of GPS have been very wide in Global non-military areas. GPS will also be considered as new growth points in information industry. X-company of Chengdu was one of the companies what intervening the market of GPS terminal. With the rapidly changes of external environment, the development of X company was increasingly impeded by the sound marketing system and non-differentiated marketing strategy. Therefore, the most important issue was that X company are required to re-examine the changes in the external environment, and understand their own strengths and weaknesses, adjust the right marketing strategies to guide the product marketing of GPS terminal.Firstly, this article comprehensively analyzed the macro-economic environment , the micro-economic environment and the interior environment with PEST analysis, five forces model analysis, SWOT analysis and Industry structure analysis. The analysis cleared the political and legal, economic, social and cultural, scientific and technological environment. Company is faced with suppliers, buyers, potential of new entrants, conflict of substitutes, competition and other issues with the industry. Company has strengths, weaknesses and opportunities, threats.Secondly, the article applied theory of market segmentation to segment the market of GPS terminal. According to the feature of the market segments, the target market was selected by the matching resources and capabilities. On this basis, make sure product positioning.Finally, the article analyzed the marketing strategy of X-company, such as product, price, channel, promotion, service. Therefore, some issues were found in X-company. Then, X-company takes advantage of customer needs and customer value-oriented. On this basis, the article proposed new the marketing strategy that included product, price, channel, promotion, service.Through this discussion, the article provides some useful suggestions. They can help the company to deal with domestic and international market competition situation. They can help the company to find position and develop in competition for reference. At the same time, they can help the middleman to apply the marketing theory. Then, the middleman may look forward to the competitive marketing theory in light of the characteristics of industry and business.
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