Research On The Marketing Strategies Of University Enterprises

University enterprises are those ones with Chinese characteristics, which not only produce products and make profits, but also have the non-business functions like teaching practice, scientific and technological research, as well as technical achievements promotions.In this thesis a preliminary research has been carried out on these enterprises' market business strategies. After several ten years of development, especially the highly development in the recent ten years more, University enterprises as a whole have been growing into a comparative large ones.In the view of market business strategies, there have been found out significant differences on the new product development and marketing channels of the market development strategies by comparison of the present university enterprises and the other ones. So in chapter 2 and 3, these two issues are studied with emphasis. Owing to the support of the universities, the university enterprises possess incomparable advantages in new product development, which shall be fully utilized by these enterprises. But on the other hand, marketing channels have become the bottleneck of these enterprises' further growth because of their deficiency in management system and human resources accomplishments. They should build up the marketing channels with their own characteristics in combination with their own specialties.The author had studied on the business practices of Huada Guangming Company for four months and made an overall analysis on its business strategy.In the final part - chapter 6, the author's opinions are brought forward on how the university enterprises shall improve their own marketing strategies by further developing their advantages but keeping away from their disadvantages.