A Study On Business Marketing Tactics Of Lincoln Welder In China

The Lincoln Electric Company is a transnational enterprise specializing in producing the arc welder and welding material for more than 100 years, her head office is in USA. She is famous in the international welding field and the products had been sold to over 160 countries. In 1989, the Lincoln products came into China market regularly under the opportunity of the Chinese reform. Along with China joining in the WTO and the rapid development of the economic globalization, all kinds of abroad welders came into China without interruption; the market competition to the Lincoln products was becoming sharper and sharper. Some questions had been revealed on the segment of marketing.The thesis is based on the Lincoln arc welder's marketing in China which uses the modern management idea and the theory of marketing which I learned during my MBA learning. And the thesis discusses the marketing tactics which is fit for the Lincoln Electric and the development trend of the welding trade based on how to adjust its strategy and increase its competitive advantage.Firstly, the thesis analyses the present politics, economic and technologic surroundings. Secondly, it analyses current situation of the domestic and abroad welder trade, the demanding trend of Chinese market, it also analyses the competition intensity of the Lincoln welder by using the five power mould of M.E.Porter. According to the present situation of China and the actual circumstance of Lincoln itself, the thesis analyses the strengths, weaknesses, opportunities, threats and the marketing questions of the Lincoln welder in the market of China. Based on the above analysis, the thesis researches the target segment selection strategies, product strategies, price strategies, brand strategies and promotion strategies of the Lincoln welder in the market of China by using the target market strategy theory and the 4Ps principle of the marketing mix. Lastly, the thesis expounds the strategies on service and relationship. It offers reference for the Lincoln welder's marketing in China.