A Study On Marketing Strategy Of Wuhan Yellow River Communication Co., Ltd

With the development of Chinese optical communication industry, its relevant marketbecomes one of the hottest markets in the world, which brought enormous opportunitiesand challenges to the companies involved. The purpose of this thesis is to find the suitablemarketing strategy for the Wuhan Yellow River Communication Co., Ltd., with a detailedanalysis of this company and optical communication industry. Furthermore, the authoralso hopes this thesis will shed some lights for the companies, which are facing the fiercehomogenization competition in the Chinese optical communication industry.After a throughout study about the external environment of the company has beenmade, the author believed that the macro environment was very good for the Chineseoptical communication industry, which would bring enormous opportunities for the futuredevelopment of the company. He also found that the company did not possess thenegotiating capabilities either at the supplier side nor the customer side, its sales channelsand allocation of human resources both need to be improved. The advantages of thecompany are at the oversea market and high end talents.In the process of composing the strategy, with the SWOT matrix, the author foundthat the company must insist its advantage of quality system, to avoid the low pricehomogenization competition in low end market. The target market of the company shouldbe focused on the major communication system equipment manufacturers.Lastly, this thesis established the marketing strategy for the company from theaspects of product, price, place and promotion. The company should implement themarketing leading strategy, and to improve its domestic marketing and sales capabilities todevelop its sales channels and tighten the customer relationship. The company should usethe differential competitive strategy to compete with its rivals, and to introduce thecustomized and differentiated products to penetrate its target customers. After that, it willalso bring other products into these customers, and to realize the rapid growth of its salesrevenue.