Marketing Strategy Analysis Of H Company In Baking Industry Of China

Under market competition, enterprises in the bakery industry in China has grown and stabilized, and their scale has been expanding. According to the National Bureau of Statistics of China, in the first 10 months in 2008, the output, gross industrial output value and sales volume have increased by more than 15%,24% and 24% respectively from the same period of last year. When the industry grows, some problems have been revealed such as unbalanced development in the industry, slow advancement of technology and old production equipment. Conveyor belt is an important component in industrial automation. The demand for it has been increasing, and competition is becoming severe. Foreign belt manufacturers such as Ammeraal, Siegling and Bando are coming into China to build their sales teams, some of them are even moving their factory into China. Under the severe competition and the harsh economic environment, it is imperative for the belt manufacturers to act to defect competitors, to build brand image, to develop and to survive.By long-term exploration and understanding of the market, identify the development of the domestic market to adapt to the marketing strategy. But at the same time as the foreign brands into the country also there are some in the marketing strategy of the deficiencies. This thesis is based on the domestic baking industry and the conveyor belt market analysis to identify H process in marketing problems. The use of marketing management and economics knowledge to the company marketing strategy of H company and an optimized system.The main text is divided into three parts:theory overview, market analysis (internal, external), marketing strategy analysis and optimization.The first part contains the marketing theory, the concept of baking and the conveyor belt. The second part is the analysis part of the paper, mainly on the domestic baking industry, a conveyor belt with a PEST analysis of markets, using Michael Porter's 5F model Analysis of the industry and competitors, summed up the belt a few key to success in market competition elements of H also analyzed the company's internal situation, the H Company and the main competitor for the competitive situation and the competitiveness of the contrast. The third part is the analysis of H company through the front companies to optimize existing marketing strategy. Specifically, the key is to organize system security, the protection of selected dealers, administrative procedures and management processes of protection, the protection of the retail terminal maintenance and other details.