Dongke Can-making Co.,Ltd.——Discussion Of Marketing Strategy For Medium-sized Or Small-sized Enterprise

This article is a didactical case about marketing. It consists of two parts: case and ease study. The case presents the disappearance of Qianyu Co., Ltd. and the appearance of Dongke Co., Ltd., then specifies the profile, organization structure, and current marketing matter of Dongke, at the same time introduces the market environment and the main rivals of Dongke. Based on the information provided in the case, the article applies 揗ichuel E. Porter, How Competitive Forces Shape Strategy? 揝WOT Analysis?, 揃CG Matrix?, 揊redrick Herzberg?s two梖actor Theory of Motivation?, 揥ebster and Wind Model?and 揫Use Theory?to analysing industry, enterprise situation, market and customer of Dongke Co. Ltd. in the end part of case study, The article draws out a detailed marketing project for Dongke for future development, confirms that the marketing tenet of Dongke is furthest satisfying customer and the market positioning of Dongke is enhancing corporate flexibility to fit the market demands for a variety of product with small batch and high profit, brings forward individual marketing strategy and green marketing strategy. Ground on these strategies, the article detailedly discusses the industrial buying behavior and gives strategic analysis about practical and typical matter which Dongke has to face in the part of market梒ostumer analysis.