Research On The Marketing Strategy Of Dalian H Firm

As the process of the globalization of economy acceleration and the fiercer of the market competition, marketing strategy becomes more and more being valued for firms. However, the studies in marketing strategy are still seldom. Even the rare studies on marketing strategy only concentrated on retail firms, and there are very few studies on the marketing strategy of valve firms, which cannot give firms a systematic guild to operate marketing strategy. Thus, under this theoretical background, this paper introduced Dalian H firm and made a systematic study on marketing strategy of Dalian H firm.Nowadays, our country’s firms are still using traditional marketing strategy, which cannot meet the fast changing market and the individual demands of customers. As the transnational firms with developed marketing strategy entering our country to compete with our native firms, operating marketing strategy innovation has become an urgent thing for our native firms, which makes the study on marketing strategy more urgently. Thus, under such practical background, this paper first made a literature review of relevant studies and provided a theoretical support for this paper, and then this paper made an analysis of the internal and external environment of Dalian H firm’s marketing, which definite the strengths and weaknesses of Dalian H firm’s marketing. Then, this paper made STP analysis of Dalian H firm, which includes marketing segmentation, target market selection and market position. Finally, this paper use4Ps theory to make the market strategy of Dalian H firm from product, price, channel and promotion.This paper was divided into five chapters. The first chapter is introductory, which introduced the research background, research purpose and meaning and research method. The second chapter is literature review. We introduced the concept of marketing and the relevant literature of marketing. The third chapter is the analysis of the internal and the external environment of Dalian H firm’s marketing, which includes its macro-environment, competing environment and internal environment. The chapter four is the strategy formulation of the marketing of Dalian H firm. On the basis of the STP analysis of the marketing strategy of Dalian H firm, we made the marketing strategy of Dalian H firm from product, price, channel and promotion. The last chapter is conclusion. We made a conclusion for the whole paper.