Laser Product Of M Company Marketing Strategy In China

Along with the China's economy booming, the communication technology has been undergoing continuous change and improvement, various means of communication have penetrated into people's day-to-day lives, becoming an integral part of our ways of communication and contact with one other. As a mainstay industry, the communication industry has therefore achieved a leap-forward advancement, becoming the largest and the fastest growing market in the world. The optical communications industry, which is closely related to the communication industry, also moves forward rapidly against this background.This also provides an unprecedented favorable opportunity for semiconductor laser products, mainly used in optical communication industry, to expand its potential in China's market. The semiconductor laser products in M company entered into China's market beginning from 1998. With the rapid development of relevant industries, the semiconductor laser products have maintained a good momentum of growth both in the sales and profit in the past decade. After the market for optical communications and other related products upgrade to maturity, however, the semiconductor laser products of M company's sales growth began to decline and stagnate, the profit has also shrunk accordingly. There are many factors working behind it. In addition to an increasingly competitive market and cost pressures, the company itself does not follow the new demands of customers in a timely manner. It lacks the sufficient capability to explore new market and responds slowly to customer needs. It also pays less attention to the customer's satisfaction and over relies upon price Factors to seize market share. All above mentioned factors lead to the declining competitiveness of M Company in China market.Based on the characteristics of industrial marketing confronting the marketing of semiconductor laser products, this thesis is to review the marketing strategy of M Company through concept of Relationship Marketing. By analyzing the internal and external marketing environment of company's semiconductor laser products, the thesis tires to identify problems that may exist in the company's marketing strategy. With SWOT method, the paper is to discuss and explore new marketing strategy from the perspective of customer's needs, including increasing customer satisfaction, building up customer loyalty, establishing long-term and stable relationship with customer to enhance company's competitiveness. How to improve the competitiveness of enterprises in the fierce industry competition is worthwhile for each enterprise to contemplate. The study on this topic will be conducive to providing some reference and inspiration for those in these areas.