Dong Guan Taike

In the first part of this paper, it introduces the background of Dongguan Taike .also the basic information of customers, industry and market refer to the Company along with the Company's marketing behaviour from Sep. 1998 to Apr. 2001. Also, it provides detail description of the Company's internal operation that affect marketing performance, and, market situation around Apr. 2001.In the second part of the paper, with the environment-scanning technology, SWOT theory, STP theory, value chain analysis method and other marketing knowledge, it analyses the Company's marketing behaviour systematically and makes the conclusion that the unfittness of positioning, the insufficiency of medium-long term targets, the incoordination of internal operation and the discrepancy between pricing and sale promotion policies are serious threats to the good future performance of the Company that hiding behind the current boom. In the paper, it not only provides the action methods resolving the above problems, but also introduces relationship marketing that makes more sure of the sustainable competition advantage and a brighter future.