Ou Xilai (china) Electronics Co., Ltd. Marketing Strategy

It has developed well at semiconductor industry in China since 2000. Opto-electronics industry is growing quite rapidly, but there is a fierce competition in this industry.It presents the profile about 0slam(0smium Wolflam) China Opto-electronics (Hereinafter Oslam), firstly. It is a summary about the achievements which Oslam has reached and the marketing strategies which has been put into practice in China. And the key issues and challenges are faced by Oslam are mainly emphasized. The expenditure on administration and finance should be controlled through management. Based on the analysis of STP(Segmentation, Targeting, Positioning), regionally, Pearl River Delta and Yangtz River Delta should be focused. From the product positioned, high end market: IR & Laser and mid-end :Visable should be concentrated on. Market can be positioned via a set of marketing strategies-integrated.For the product strategy, it is essential to extend its lify cycle, to develop new products and lift the brand. From the point of view of marketing, it is necessary to build sales channels well, to consolidate a solid foundation with direct customers and establish a strategic-alliance. Put the over-price strategy into practice to earn extra profit through selling qualitied products. Under the cost effective, Oslam can win more market share through attacking rival via selling mid-quality products.The development trend at Opto-electronics industry is predicted via reviewing the history of industry and new technology. From SWOT matrix, the extending strategyies including market-oriented, scale-economy, cost down should be taken to fight rival. Then, market share will most likely be increased.To achieve target, marketing strategy must be worked out, implemented and controlled. The performance evaluating system needs improving, the CRM(Customer Relationship Management) system needs emphasizing so as to ensure the strategy carried out. Obviously, Oslam can grow steadily and healthily in accordance with the choice of the appropriate marketing strategy and get it implemented well.