Beijing Rip Vail Instrument Co., Ltd. Marketing Strategy Research

Based on the viewpoint of a person in the marketing sector of Beijing Ripewell Instrumentation Co., Ltd (BJRIC). This paper introduces the situation before and after the transformation of BJRIC. Primarily conducting research into a technological enterprise mainly dealing with the manufactory and selling of various gas detector & alarm. The present condition and development trend of gas detector & alarm market are also analyzed .On the basis of such introductions and analysis, As well as the strategic goals BJRIC. The paper designs the marketing strategy for BJRIC. In addition, several designs of marketing mix strategies are put forward. Aiming at the most imminent problem during the construction of marketing system after the transformation of operation mechanism, namely the organization and management of the marketing team, the author conceive out a solution. It is expected that this study can give some guide for BJRIC that are in the course of the marketing.This paper is mainly composed of seven parts. Part One & Two is about to research approach, idea and signification of this paper. Part Three is about the general condition of the BJRIC before and after its transformation of operation mechanism, It's primary competitive rivals. And then follows the analysis of the risks and opportunities of the industry and estimate of its development trend in the future. Part Four is the design of the marketing strategies for BJRIC. First, point out the enterprise's strategic goal is not correct with SWOT analysis approach. The author advanced the diversification market strategy. Namely enterprise's marketing orientation, accept or reject and conformity for marketing mix combination.Part Five is the design for marketing strategy mix strategies starting from the four basic factors of marketing strategies, namely product, price, promotion and place, the author analyzes products line, the strategies for the development of new products and brand. The author also discusses the price of the products of BJRIC and how to deal with price war. The frame work of the channel construction and management and the tactics of confronting with channel conflict are also included in this chapter. The last of part for is the expatiation on how to conduct promotion with the aid of advisement marketing personal, public relations and management of sales employees. Part Six is relationship marketing. The author narrate the relationship marketing is very important for holding market share. Further more, the author brings forward some new viewpoints about adjust the organization structure of marketing team, motivate and control the sale- employees are referred to this part. Part Seven is on educe the conclusion that BJRIC's future will be promising if it is deal with those problems very well.