The Marketing Strategy Choosing Of HW (Hong Kong) Company Limited In China Mainland

HW (Hong Kong) Company Limited is a Hong Kong-funded enterprise in the Package& Printing industry which has established its bases for production in China mainland and the products of which are mainly exported. The Company adjusted the strategies of development at the beginning of 2005 as the need of its development to energetically explore the markets in China mainland and to expand the quotient of markets. Since the printing industry in China mainland has currently gone in the time of tiny-profit, the company has suffered lots of difficulties in the process of development in China mainland markets conditioning upon the market economy where the competitions become more and more incandesced. Therefore, the major problem on which this article has researched is that, how we can integrate the resources to reform and innovate during the competitive marketing competitions and to constitute the marketing strategies which are the most appropriate to ourselves pursuant to the conditions of ourselves to obtain better returns in profit so as to help the enterprise get out from under.The article summarized the marketing environments of HW (Hong Kong) Company Limited in China mainland markets firstly and minutely analyzes the marketing status in quo of the company and the major problems existing. Based on this, it has found out the opportunities and threatens to which the company will face up by an analysis of external environments using the SWOT Analysis Method and has found out the advantages and disadvantages of the company by an analysis of internal environments. Thereby, it has positioned the developing strategies of the company and constituted the STP Strategies. Immediately following this, the article has sub-divided the markets according to the capabilities of products and the characteristics of marketing demands of HW (Hong Kong) Company Limited and ascertained the target market and marketing position of the company by taking the potential of sub-market and the advantages and power of the enterprise itself into consideration, as well as constituting the 4Ps Marketing Strategies (representing the Product, Pricing, Promotion and Place) in strategic level aiming at the products of the company. And finally, in order to ensure the effective implement of the marketing strategies, it brought forward the suggestions on guarantee measures and controlling methods about the implement of relating strategies in the angles of organization, staffing guarantee and marketing strategies controlling (and so on) to ensure that, the marketing strategies constituted can accommodate to the continuously changing marketing competition environments.As mentioned above, having based on the theories of marketing and strategic managing (and so on), having taking the marketing information of HW (Hong Kong) Company Limited into consideration, and having made qualitative analysis mainly as well as quantitative analysis with appropriate data, the article has constituted effective marketing strategies for HW (Hong Kong) Company Limited in the view of the company's development of itself and accommodation to the mainland market environment. Therefore, the research results of the article has not only offered beneficial help to the further development for the HW (Hong Kong) Company Limited, but also showed definite referenced value to the constitution of marketing strategies for other Hong Kong-funded enterprises in the printing industry which are developing in China mainland.