Lahsaaoke New Product Marketing Strategy Research

Lahsa Aoke Technology Limited Company established in2009, it has beenfocusing on oxygen diffusion equipment R&D and oxygen supply system engineeringsince then. As the face of increasing demand of diffused oxygen in plateau area ofChina and requirements of indoor air purification, air quality improvement in plainarea, there is remarkable market prospect for Aoke to expect. In order to achievecommercial success from accelerating the speed of converting scientific research intoindustrial products, it has become a significant marketing issue for Lahsa AokeTechnology Co., Ltd. to develop a new product promotion strategy. In this paper,company operation situation, industrial market competition, as well as especiallyindustrial specialty are well discussed and analyzed based on features of oxygendiffusion equipments which is exclusive patent, and marketing knowledge.This paper started with introducing the basic theory of marketing, history anddevelopment of the Lahsa Aoke Technology Co., Ltd., also analyzed the externalindustrial market environment and corporate internal condition and problem. Bepointed out as an emerging market with great business potential by using economictheory and business management principles, this project is also facing opportunitiesand challenges. The paper listed the competitive advantage of the brand and patent inthe oxygen diffusion equipment technology, and analyzed the market opportunity inplateau and plain area. Secondly, according to the theory of marketing, this paperaddressed the detailed market strategy from the angle of market positioning: in theaspect of value strategy, oxygen product with its special characteristic is the core topromote to clients from meeting customer requirements by providing tangiblehigh-tech products and quantifiable use functions, meanwhile to improve the value ofcustomer service by innovating technical service model. In the aspect of pricingstrategy, an operational pricing strategy has been developed according to multiplefactors such as market, customer, potential competitors, cost, corporate developmentplan, etc., in order to achieve the purpose of control the market and quickly occupy themarket. In the aspect of sales strategy, two modes have been developed to satisfy customer needs by control of the short-channel model in major cities and authorizationof dealer mode in remote area. For reaching market results, targeted and diversepromote strategy is stressed from combining means of engineering sale, lease, andretail. The conclusion of this study presents important references to diffused oxygensupply market practice of Lahsa Aoke Technology Co., Ltd.