Foreign Small And Medium-sized Industrial Enterprises, Research, Marketing Strategy In China

We live in a global marketplace. Today more and more enterprises are doing international trade or consider doing it. After China entered into WTO, the China market is attracting more and more foreign companies, not only multinational but also some small and medium- sized foreign companies, to invest. Meanwhile, the opening domestic market brings on more competitions. VACON is a small-sized Finnish company that manufactures frequency converters and sells them all over the world. VACON has done business in China for about four years. This thesis takes VACON and other similar foreign companies as examples to analyze their marketing strategies in China. One hand, it will help small and medium-sized foreign enterprises find a general rule to achieve the success in China market. On the other hand, it is also helpful for some domestic small and medium-sized enterprises to enter oversea market and do international trade. After reviewing some classical marketing theories, the thesis puts forward five hypothesis before starting demonstration. Then, the thesis analyzes the marketing environment of Chinese industrial products and indicates that the marketing strategy is quite different between industrial products and customer goods. After that, the thesis defines the multinational and small medium-sized enterprises and simply compares the difference of marketing strategy between them. Next, the thesis emphasizes analyzing the marketing strategies of small and medium-sized foreign enterprise in Chinese industry market. First, as to the position strategy, small and medium-sized company adapt to use "niche" strategy or "focus" strategy. Second, as to the enter market mode, small and medium-sized company is suitable for adopting the gradual and safe mode or accompany with the multinational to enter China market as a partner. Third, as to the competition strategy, "difference" strategy will help small and medium-sized company achieve competition advantage. It included products difference and service difference. Finally, the thesis indicates that small and medium-sized company should try to attempt new marketing mode such as E-business and Relationship marketing to keep their competition advantage in future.