The Study Of Marketing Strategy For Xipu Electric Power & Electronics Co.Ltd.

In the cutthroat competition and the ever-changing marketing climate, Xipu Electric Power & Electronics Co., Ltd, which underwent fast development, encounters unprecedented challenge. The long-term standstill of marketing reveals the Company's weakness in overall strategic planning. The management of the Company, especially in the fields of the management and creation of marketing, appears to be weak and fragile.To understand the reasons behind these phenomena, the author went deep into the Company to conduct an in-depth investigation in many fields such as from external environment to internal situation of market, from the management of human resources to the establishment of managerial institutions, from marketing methods to sales promotion, and from the mental attitude of the employees to efficiency, etc. In so doing, the author evaluates the basic situation of the Company. Based on the managerial knowledge (especially the marketing theory) obtained from the 3-year MBA studies, the author correctly analyzes the current problems facing the Company. With detailed analysis of the objectives of the Company, the marketing, and the reasonable utilization of various resources, the author, from different perspectives, also proposes a possible way-out for the adjustment and development of the Company in marketing management and strategy.With the analysis of the problems remaining as orientation ,the author studies the marketing strategy of Xipu Company. Based on market analysis, the author proposes in the thesis a new products-oriented strategy . The thesis focuses the construction and adjustment of marketing , the setup of branchmarketing network , the expansion of sales promotion targeted at client management, and demand-oriented price mode . At last ,some suggestions for the implementation of marketing strategy are put forward.Xipu Company, a small-sized technical enterprises, will benefit from the thesis in terms of its future development . The author conducts an in-depth research of this enterprises and holds that the difficulties and problems remaining of the Company are somewhat common in enterprises of its size . It will be a great pleasure of the author if this thesis can help promote the development of other enterprises of its size.