The Design Of TianKe's PSA Marketing Management Strategy

Writing purposeThe PSA (Pressure Swing Adsorption) gas separation technology and units are industrial products with high technology. It can be used to purify and recover H2,CO2,CO,CH4,etc.from various mixed gases and industrial waste gases, to removed C2+ hydrocarbons from natural gas and to separate oxygen and nitrogen gas from air. so far, about one thousand sets have been built all over the country, from which excellent benefit has derived in energy-saving ,comprehensive usage, economies and environmental protection, so there is strong international among the companies possessing and working on PSA.As the first company working on PSA technical research and applying it to industry in China, Sichuan tianyi Science & Technology Co., Ltd.(TianKe Co., Ltd.) armed with high technology and competitive strength, it offered more than 500 sets PSA units all over the country, the capacities of which range from tens of m3/h to one hundred-thousand m3/h. But operational environment of the world especially in china market, is leading to the many changes, and competitor's attacks, this article will focus on how Tianke face the challenge and keep or improve the competitive superiority.Basic theory and methodThe article has made a reality research to TianKe company by using many theories such as Porter Model, SWOT analysis and so on, it also analyzes the marketing environment, strategy management, marketing policies by using the analysis method of anatomy, thus drawing a conclusion about the efficient marketing strategy, marketing and policies.The contents and main ideasThe article consists of four chapters.Chapter 1 is an analysis of the environment of PSA market, it introduces the principle and characteristics of PSA, comparing the international and national market of PSA, delineating a vast range of prospects for PSA. In the end, it also introduces the present situation of TianKe Company and its products.Chapter 2 analyses the competition confronted by the PSA products of TianKe Co., and makes a competitive strategy for them, mainly including the SWOT analysis and strategy selection of the PSA products. In this chapter, the author studies the five competitive forces of PSA with Porter Model, applies the SWOT tool to analyze the advantage and disadvantage, the opportunity and threaten for TianKe's PSA. According to the development goal of TianKe, the author recommends it should carry out differentiation strategy in whole PSA market.Chapter 3 is a strategy analysis of the target market. Consisting of the marketing segment and selection, the products position, according to the market segmentation, the author makes selection of target market for TianKe's PSA, and puts the appropriate targeting market strategy.Chapter 4 is an exploration of the marketing policies set by TianKe, which include products strategy, price strategy, marketing channel strategy and sales promotion combining strategy. By analyzing the characteristics of the products, TianKe company should pay more attention to the research and development of new products. By analyzing the factors of the price, TianKe company should implement different price according to the different market. By analyzing the present promotion, TianKe company should implement assembled promotion strategy such as public relation, academic exchanges and spread, advertisement conduct, salesmanship and so on.Main contributionThis article pays attention to how to improve TianKe's marketing strategy by combining marketing conditions with theory. Confirming the different orientationsof the products, this article thus conclude the competition strategy of the differentiation and searches the skills of marketing different products, all of these are the practical instruction to the marketing of TianKe.