A Study On The International Marketing Mix Strategy Of Shengquan Group

Industrial marketing occupies important status in the marketing study. But China academe usually focuses the study on the consuming products and seldom on the industrial marketing, especially seldom on the international industrial marketing. Along with the development and grandness of China industrial enterprises and the faster step of globalization process, more and more enterprises go to the global market. So there's practical significance on the study of international industrial marketing, and marketing mix strategy is the essential content of marketing strategy.Taking the international marketing practice of Shengquan Group as the case, this thesis studies the international marketing mix strategy systemically. The purpose of this study is not only to find the new development and new breakthrough of the international marketing of Shengquan Group, but also try to further explore and enrich the theory on international industrial marketing mix strategy, and provide international industrial marketing reference to the industrial enterprises of China.Firstly, this thesis introduces the study background, points out the market challenger status of China industrial products in most foreign countries, animalizes and describes the theory on the international industrial marketing and marketing mix strategy. By specifying the theory basis and the orientation and characters of the study object, it establishes the basis to pertinently study and design the international marketing mix strategy of Shengquan Group.The classical 4Ps Mix emphasizes how to affect and satisfy the marketing variables of customers, its angle of view is based that of the enterprise. 4Cs Mix studies how to upgrade! the customer delivered value, its angle of view is based that of the customer. 4Rs Mix stresses the double win of the enterprise and customer, its angle of view is based that of the both parties. Prof. Philip Kotler once said that the salesman could get twice the result with half of the effort, if he considered 4Cs firstly from the view of customers and then establishes the 4Ps framework. This thesis further points out if an industrial enterprise can also consider the double win of the enterprise and customer according to the 4Rs Mix, its marketing strategy will be more effectual. So this thesis puts forward the 4PS model based on the 4Ps, 4Cs and 4Rs theory. It includes Product, Price, Place, Promotion, Solution and Service. The change from 4Ps to 4PS is not only the formalistic change from the small letter "s" to the capital letter "S", but to emphasize the important function of Solution and Service Strategy in the international industrial marketing in the new age.This thesis just follows aforementioned model on the study of the international marketing mix strategy of Shengquan Group. It starts from the customer's need, taking the Product, Price, Place and Promotion strategy as the basic framework, corresponding to the Customer Needs & Wants, Cost to the Customer, Convenience and Communication respectively, and adds Solution & Service Strategy. The Brand Strategy should be included in the Product Strategy and based on the quality of product, but it should be implemented through the Promotion Strategy. So it's more workable to study the Brand Strategy along with the Promotion Strategy. The Place Strategy is the key point which is puzzling Shengquan Group, so this thesis studies it with voluminous content. It not only analyzes and compares traditional channels, but also explores OEM of industrial product, China purchasing center of multi-national company and Internet marketing. To emphasize the importance of Solution & Service Strategy, this thesis studied it in a separate chapter.