The Marketing Strategy Study Of M Company About International Project Contract

Now China has been a big export state of international electric power project contract, with the speedy development of international electric power project contract industry. In 2009, the global economic crisis erupted and brought about the economic depression. Our trading companies confronted the large threaten and opportunities under the negative influence of RMB appreciation, material price and labor cost raising up, and trade dispute increasing.In this paper, M company, which was undertaking the international electric power project contract industry, was taken as research object. M company has abundant experience on the project, and held big share of market in international market. With changing of the exterior environment, the main operation of M company was impacted deeply, and large crisis threatened to M company.To change the situation of M company on marketing increasing slow and profit down sliding, some analysis about M company are taken, including exterior environment, industry competition, marketing requirement and interior elements in this paper. It was found of worrying M company that slow development in traditional market within profit decreasing, and short time for entering rising market within drastic competition and compressed profit.In this paper, PEST was used to analyze the impact of macro environment to marketing, Porter five force model war taken to research the competition of international electric power project contract, and SWOT was used to analyze the Strengthen, Weakness, Opportunity and Threat of M Company. The traditional market and rising market was selected as target market and the orient of marketing, after market segmentation and market positioning. On the base of reading amount of books and references, and with the marketing experience of M company, a series of marketing strategy combination was furnished: Product strategy was product type differentiation and concrete equipment standardization; Price strategy was enlarging market, increasing price and enhancing profit in traditional market, and enlarging market and decreasing price under keeping minimum profit in rising market; Place strategy was extending to high level of industry chain and value chain; Promotion strategy was educating advanced mixed marketing talent and keeping good public relationship.