Research On Marketing Strategy Of ZWZ International Market

Wafangdian Bearing Group Corporation, short for ZWZ, was initially established in 1938. Being the birthplace of China bearing industry, it was known as the hometown and cradle of this field. It comprehensively ranked No.1 in China bearing industry. ZWZ had been identified successively as the China well-known trademark, China top brand, the national inspection-free product, the national export recommended product and China most competitive brand. Presently, their products have been applied to key state projects in sixteen key technical fields, replaced imported products fully. However, as more and more international bearing company coming in China, the marketing competition getting intense, the raw material prices rising continually, and product cost increased seriously, ZWZ have faced severe challenges in international market competition.Firstly, this paper uses PEST Model to analyze the external environment and Five Force Model to look into the internal competition of bearing industry. According to the ZWZ SWOT analysis, we get the opportunities and threats. But comparing with international famous enterprise, it still has a certain gap. Secondly, based on the above analysis, we use STP theory to presents market subdivision location and target market definition during bearing marketing. Thirdly, marketing competitive strategies are suggested under the guidance of relative theory. Products is the compounding between brand and product; Price is the elasticity of ZWZ prices system together with product and brand; Place is the multichannel marketing network pattern; Promotion is the 'push' and 'pull'mixed sales promotion model; Competition Strategies is strengthening cooperation with local bearing manufacturer. At the end of this paper, we provide many suggestions on human resources, enterprise concept, marketing team, E construction and technological progress. Meanwhile we discusses of how to execute and ensure strategy.As ZWZ is a typical company in China bearings industry, their problem in international marketing competition is at large in China bearing company. Although, this paper only studies ZWZ marketing strategy, the study results can provide a reference for other China bearing manufacturer in participating international marketing competition.