The Marketing Strategy Of Fuxin Electronic Technology Co.,Ltd.

Thermoelectric cooling industry has been developed rapidly same as the rising sun in the past few years and its potential market is very large. Nowadays, the scale of the foreign and domastic manufacturers of thermoelectric module and its applied products are getting broad and their experience in the production are also becoming rich. The enterprises in this field all have to be involved in the more and more competitive business environment and face the greatest challenge with the global market.Taking Fuxin Electronic Technology Co., Ltd. as the object of study, this paper introduces, analyzes and further assesses its marketing strategies in the form of a case.In the introducing segment of the case, the developed courses, products mix, international and internal business environment of Fuxin Electronic Technology Co., Ltd. are presented. Meanwhile, the detailed descriptions of marketing strategy are given in the aspects of its product strategy, price strategy, distribution channel strategy and sales promotion strategy. Furthermore, the current situation of the main corporate performance is illustrated and the existing questions obstructing its development are also clearly pointed out.In the analyzing segment of the case, the business environment of Fuxin Electronic Technology Co., Ltd. is analyzed from the different aspects of the international business environment, internal policies, general situation of the company's main clients and competitors by applying the business management and marketing 4Ps theories. It deeply analyzes the company's product strategy, price strategy, distribution channel strategy and sales promotion strategy, and further gives the analysis and evaluation of the corporate performance. From the angle of view for sustainable development, the paper finally puts forward the marketing strategies for promoting the competitive competency on the basis of the company's reality.