Marketing Research Of Zhengchang Ltd.

Zhengchang was a leader in the line of domestic fuel-dispenser equipment in the 1980's, 60% of dispensers in the market was produced by Zhengchang at that time. But, due to the simple product series and be short of the new technology, since 1990's, the company's competition ability is losing gradually. Facing the situation , Zhengchang began to improve product-line and the control of whole marketing process for the purpose of setting up the core competence ability of the cooperation.Basic principles of the marketing was used to research and analyze the market of fuel-dispensers of Zhengchang in this paper. At the same time, a worthy thought was provided for Zhengchang to sets up a system to promote the core competence.The first chapter of this paper introduced the past and current situation of Zhengchang Ltd.. The consume custom, consume trend and purchasing style in the line of domestic dispenser equipment were analyzed in the second chapter. In chapter three, the market environment was researched at the two aspect of micro and microcosmic separately. In chapter four, time sequence method was used to forecast the market capacity of domestic dispenser industry in coming five years. AHP method was used to identify segment market and select target market of Zhengchang Ltd. in chapter five. Chapter six include: managing product lines and brand, improving customer satisfaction, value, and retention, designing competitive strategies, designing pricing strategies, managing marketing channels, motivating channel members, evaluating channel members, managing public relations. The end of this paper is summery.