The Study On Marketing Strategy Of Lanzhou Sanlei Electronics Co., Ltd.

With the increasing development of market competition and customer's demands as well as scientific technology, the survival and development of enterprises are facing more and more tests. How do we keep our country's business in undefeated position with competitive superiority in face of more complicated running conditions and the market economy of opening to outside world? Amounts of theoretical researches and practice prove that systematic planning and management in sale is the key way for enterprises to keep continuous advantages in competition.As a professional nondestructive testing enterprise, Lanzhou Sanlei Electronic Limited Company primarily deals with the research and production of advanced testing equipment which is a digital imaging with X rays. The company fostered strengths and circumvented weakness of itself, then formulated its sales strategies in order to keep their competitive advantages when they face how to handle with the opportunities and challenges that the outer marketing environment brings about. So the study of this paper to the company undoubtedly has very important practical meaning.The paper begins with the analysis of marketing environment that Lanzhou Sanlei Electronic Company faces and points out the competitive condition of the nondestructive testing enterprises and the main competitors of the company in this field, then finds out the outer opportunities and threats that the company meets, along with the advantages and disadvantages that the company has. The paper also fixes the company's market position and establishes the sale goals in next three years. Meanwhile, it refers to the united marketing strategies of the company in products, sales promotion, mode, price and service according to the basic theory and methods of market sales and strategic management as well as the way of integrating theory with practice. At last the paper elaborates the strategies that the company should take from its own development and challenges of its competitors. Furthermore, it offers the available suggestions in sales organized system, sales organized management, sales staff construction and information-systematic construction.The paper presents the effective sales strategies from the company's own development and challenges of its competitors based on the theory of market salesand strategic management. The result of the paper research not only offers help for Lanzhou Sanlei Electronic Limited Company' further development, but also has some referential values in making the sales strategies for the other nondestructive testing enterprises.