Imports Of Industrial Marketing Strategies Research

Industrial products marketing is one of the most important branches of the marketing theory, but the theory and research on industrial products marketing are very limited from present marketing theory's field, especially about import industrial products marketing are much more less. When economic globalization become more deepen, today's China industrial products market changed more and more internationally, meanwhile the rules and regulations of China's industrial marketing appears obvious different compare with the other countries. Today, Chinese industrial product market has become the biggest one of the global emerging market. In global market, many transnational companies entered in China, strive for more profit and market share. This thesis takes one of the world 500 largest companies as example, analysis the problem of this company facing and provide constructive solution.TK Group, list on New York Stock Exchange, one of the world 500 largest companies, engaging industrial valve manufacture and sales. Company's manufacture plant and sales office locate at all over the world. TK Group has several valve manufacturing plants and one solo owned subsidiary company in China (Following called TK China company), together with about one thousand employees. The sales of Chinese market about USD 400 million per year. However, the sales dropped suddenly from the beginning of 2008, infected by financial crisis, also suffered from the replacement of leadership that induced the change of sales policy and marketing environment, and so on.Over view with TK China company, it confront with main two aspects difficulties in China market, the first aspect come from company inside. (1)Lots company talent outflow which induce human resource crisis, confidence crisis and information crisis. (2)Business show less flexible, operation appear rigid.(3) Bureaucracy and low efficiency. The second aspect from business operation show,(1)Booking and order drop.(2) customer flow away.(3) consubstantial competition and price confrontation.(4)high cost of operation and manufacture.This thesis focus on system analysis of TK company present business environment and internal company situation, composed a constructive solution.1, Enforce Relationship Marketing.2, Aggressive marketing concept about Technology leading, Service excellence & Chanel Management.3, Optimize company value chain, increase efficiency and minimize cost.4, compose a model of industry leading role thesis. Finally, two long term constructive suggestions, which include aggressive localization strategy and optimize product category portfolio.