The Development Strategy Analysis On The China Marketing Of YH Lighting Co., Ltd

We are a big country not only in lamp production, but also in lamp consumption. In recent years, the constant appreciation of Renminbi brings a lot of pressure to the lamp exporting companies. More and more such companies began to divert their attention from export to the giant home market. In this background, as a typical exporting company, YH lamp company encounters a series of problems to resolve, how to adjust its managing strategy in domestic market, how to stand steady and obtain more and more target customers.This article is very significant and practical for YH company in strategic sense to develop in the home market.The main tasks of the article are as follows:Introduction of analysis on competition structure among industries, competitionadvantages among companies, management theory as 4P marketing, and analyze thetypes of company competition and marketing strategy.Detailed analysis on the exterior and interior factors of YH company. Analyze thecurrent advantages, disadvantages, opportunity and risks by using SWOT analysismethod.Conclusion by using SWOT, establish strategic developing plan for YH companyfrom marketing orientation, marketing strategy of the segment and domestic market,and brand strategy.Illustrate field plan on development strategy in domestic market. Re-program theproduction line, set up target customers, ascertain diversion plan to the domesticmarket, and build up detailed marketing management plan and personal incentivescheme.The purpose of the article is to research how exporting companies divert to the domestic market. The article is referential for YH company to make management decisions, and will be instructive to the whole industry.