A Study On Marketing Strategy Of HZ Instrument Ltd.

For the fist time,this thesis systemically probes into HZ Instrument company's strategy of marketing .It analyzes the external environment faced by the marketing from the following aspects: supplier ,consumer, competitor, politics and law, social culture, economy, technology and industry, and finds out opportunities that may benefit the marketing, threats that should be avoided. Then, from the present state of the marketing ability, state of organization and resources of human power act, it thoroughly analyzes the internal conditions of the marketing and finds out the marketing strengths and weakness. it uses the methods of EFE matrix, IFE matrix and SWOT matrix to match and evaluate the opportunities, threats, strengths and weakness exiting in the critical internal and external environment, and raises seven alternate strategy for the marketing. at last, by using QSPM method, it figures the comprehensive operational strategy which is Market leading at the differentiation and Market leading at taking the lead of cost.This application article is to analyze practical problems using relavent theory and method.The main idea of this article is: 1.to analyze a material enterprise by use of systematical strategy theory, to study marketing design of HZ instrument company from a new view. 2.to analyze opportunities and threats,advantages and weaks that HZ instrument company is facing in a quantitative way, meanwhile, to analyze how HZ company adapte itsesf to outer environment. 3.to put the general competition strategy theory of Michael E.Porter and role enterprise acting into matrix,finally,choose a marketing strategy type.