Analysis Of TXC Corporation’s Marketing Strategy In China

If an enterprise wants to keep developing in a long-term period,it must have an effective marketing strategy.Since the marketing strategy is very important,then I would like to take this opportunity to study on marketing strategy of the company which I’m working for and whose name is TXC Corporation.This paper uses the way of interview,questionnaire,observation and literature reviewing and other research methods,and based on the theory of 4P: Product,Price,Place and Promotion,and,the theory of PEST,Potter’s five forces analysis,market segmentation & market positioning,to analysis the market strategy of TXC Corporation.By introducing TXC corporation’s background,the crystal industry and market demand at present,the paper also analyzes the macro and micro environment,advantages and disadvantages,opportunities and challenges of TXC corporation,and then subdivides the market of China’s quartz crystal & oscillator industry,and selects the target market according to TXC’s current resources,objectives and environment,then analyze TXC’s market positioning.By making a comprehensive survey of TXC corporation’s own positioning,industry status and competitive situation,the author try to find the marketing strategy problem of the company.Then,based on the macro and micro environment of TXC in China,the situation of competitors,the other forces in the supply chain and combine TXC’s own resource,the paper puts forward some strategic suggestions on TXC’s products,prices,place,promotion and other aspects,the main suggestions are as following: for products,TXC should keep promoting the quality of the products,improving the rate of fine-parts,and focusing on the automotive,internet of things,5G and other industries,and pay attention to shorten the lead time of production.For price,TXC should help people to find suitable products according to the requirement of customers,in order to provide the best price,and the quotations of competitors should also be taken into consideration.For place,it is necessary to strengthen the service of direct customers and the management of the agents,at the same time,TXC should increase network marketing.It should be noted that the process should be simplified to improve the efficiency of market response.For promotion,TXC can design a brochures for company’s introduction,and use more network tools,in order to quickly spread its brand.Then puts forward feasible suggestions on the strategic which can be finally come true.Finally,the paper refer to management inspiration and sort out the limitations of the study and the directions which is worthy of further discussion,try to provide a reference for future research.As the author,I hope to deepen the understanding of our company and have a comprehensive,higher-level understanding of our company and quartz crystal industry by writing the paper this time,in order to guide the practical work in the future,and also hope to provide some substantive suggestions and deeply thought for the development of TXC Corporation.