Marketing Strategies For Foreign Trade Agency Of Communication Equipment

It is more than twenty years since the foreign trade agency system was established in China. In its early years the State-owned foreign trade agencies monopolized the market. After we entered WTO, there is a big chance together with new challenges for the foreign trade agencies in our country. The new Foreign Trade Law of the People's Republic of China allows more companies to operate as foreign trade agencies; therefore the competition in this area is more and severer. State-owned foreign trade agencies lose the monopoly status in the foreign trade agency area and are facing a lot of difficulties.This dissertation points at the foreign trade agencies of communication equipments, taking PTAC for an example to study how to take appropriate marketing strategies to promote the advantages in the keen competition with the breaking out of "red sea" and development of "blue sea".Through the PEST method, this paper analyzed the environment of the foreign trade agencies of communication equipments. The analysis of the Porter's five forces for this area shows us the whole competition situation. This paper also used the SWOT method to analyze the competitiveness of PTAC.Based on the previous analysis, this paper provides some marketing strategies for PTAC. Firstly, PTAC should find their orientation exactly with the concept of flexible change. PTAC can locate itself as an agency for the bargainers but not the purchasers in the agency of communication equipments. PTAC can take the advantages of its financial and human resources to implement the diversification strategy for some other products. At the same time, PTAC should create its own brand for the foreign trade agency and build up the image of the whole company. It is also important for PTAC to develop relationship marketing and service marketing strategies with the improvement of service quality. In the time of information economy, PTAC should also use network marketing to get more business opportunities. To keep good relationship with the branches of the communication operators, PTAC can take the strategy of merger and acquisition. According to the administrative system of the Chinese government, PTAC can also use the Executive Power for Marketing to obtain advantages in the competition with the help of the government.