The Study Of The Marketing Strategy Of Leaguer Capacitor Corperation

The aluminum electrolytic capacitor is one of the most widely used electronic component in the making of electronic products. With our country's development of information electron manufacturing industry, the aluminum electrolytic capacitor industry grows rapidly. Leaguer Capacitor Corperation. is a stock company that specialized in the chip production of the aluminum electrolytic capacitor, and is a leading manufacturer in China. However, as the external condition changes, the company is facing more and more opportunities and challenges. At the same time, the weakness of imperfect marketing system and undifferentiated marketing strategy are becoming obstacles for its further development. So, the most important issue confronting Leaguer Capacitor Corperation. is to take advantages and grasp opportunities, to make the correct marketing strategy for future sale and marketing work.Based on the above conditions, this thesis first employ PEST model to analyze the general circumstances of Leaguer Capacitor Corperation, and then give a thorough portrait of opportunities and challenges it is facing through Porter's model of'Five Power'. Following a comprehensive analysis to the company internal structure, resources and capability, the merits and shortcomings of the company is concluded. This thesis continue to analyze the market through marketing segmentation theory in several issues, such as market scale, growth possibility, structure attraction, and to choose the target market through company resources, its capability and based on the previous issues. It is beneficial for target customers to recognize and acknowledge the products, and also it is helpful to enforce the following differentiated marketing strategy.As for differentiated marketing strategy, it is discussed in several points, such as product, price, place and promotion in different refined markets, in order to fulfill customers'different purchasing needs. It is emphasized that the customers'needs, convenience, cost and the customer-oriented communication are the key to a successful marketing. It is important to establish a good relationship with customer, to improve customer value, all these are crucial to the success of marketing.This thesis is mainly based on the real background of Leaguer Capacitor Corperation, it applied marketing theory into practice and it is expected to give help and reference for research institutions and manufacturing companies like Leaguer Corperation. in marketing strategy research and decision making.