The Research Of Market Competition Strategy Of Sanxin Company In China's Eastern Area

Eastern area, centered in Shanghai is the most developed and most potential Glass Curtain Wall market in China; the competition is the fiercest as well. In the face of such competition, Company of Shenzhen Sanxin, Shanghai Branch (SX) has to make effective and feasible competitive strategies for realizing the company's strategy objectives. The research in SX's competitive strategies in eastern markets is mainly basis on the theories of Marketing Segmentation and Objective Markets Selection. Firstly, the dissertation analyzes the current situation of Glass Curtain Wall in Eastern Markets, so as to confirm the SX's objective markets; secondly, analyzing the situation of the most important competitors in the objective markets with Porter's Five Competitive Model; moreover, researching SX's strengths, weakness, opportunities and threats towards its competitors is basis on the SWOT models; finally, the theory of competitive strategy applied makes certain SX's feasible marketing competitive strategies. For a deep analysis regarding to SX's marketing competitive strategies, firstly, combining with the current situation of domestic glass curtain wall markets and SX, and the result of marketing research, it gets that the supply for the glass curtain wall in eastern markets exceeds demand; the market is in a buyer's market. According to the product's technology and price, the market can be divided into upper market on double deck glass curtain wall, and dot type glass curtain wall ; medium market on single deck glass curtain wall; and lower market on frame glass curtain wall.Basis on the scale of projects, the market is divided into small scale projects, small and medium projects, medium projects and large scale projects and extra large projects. According to SX's resource and marketing situation, its objective markets are large and extra large projects of upper markets in Eastern area, medium markets in Shanghai and lower markets in Eastern area. Secondly, it is the competitors'analysis. Competitors mainly include potential new entry to the glass curtain wall markets, original material suppliers, institutors such as tile and dope, real estate companies or other owners who as buyers and current competitors in this markets. The result of the analysis is that the biggest threats are...