Pacific Seoul Adhesive Group Marketing Strategy Research

Tier Group is already a multi-national corporation before entering China,rich in experiences in multi-national management.Tier Group witnesses its smooth development in China.However,as it is the first time for Tier Group to develop its business in China,a country with significant difference from western countries in culture,Tier Group has encountered some difficulties and conflicts,and,indeed,gained more experiences as well.Firstly,this Article narrates the history and development course of the enterprise,analyzes the product market,studies the enterprise's strategies,including the strategy for access to Chinese market,strategy for market goals and orientation,stategy for products and services,strategy for product pricing,strategy for sales management and strategy for market driving,makes specific and comprehensive analysis of the market for the special products,elaborates the opportunity and timeliness for the strategy for access to Chinese market,emphasizes particularly on introducing the strategy for market goals and services, and discusses it,and finally draws a conclusion:Tier Group,as the world's biggest group for adhesive production,now has become the biggest adhesive enterprise in China,and has established its exclusive competitive advantages,which originates from its fruitful marketing strategy.This Article applies the Principles of Global Marketing and the Theory of Marketing learned,makes investigation and study on Tier Group,probe the marketing strategies which will give some enlightenments to Chinese enterprises for their internationalization,meanwhile,reveals some systematic experiences of Tier Group in management at Chinese market,which will also play a certain reference role for Chinese enterprises whose sales customersare productive enterprises.