Value Position And Marketing Strategy Study For Gaiyou Company、Product V-power

Under the circumstance of the market economy, a successfulcompany should not only own the product with good quality but also knowhow to promote his product to the market, and let customer recognize theproduct’s special value and make the decision and action of buy. Withknowledge and technology’s progress by the each passing day, plenty ofnew products are emerged into the market. The company will find it isdifficult to quickly hunt for the target customers without accurate valueposition or effective market promotion strategy. And the customer willneither find the new product in this explosion times of advertisement andinformation’s. Therefore, the new products’ value position and the marketpromotion strategy will play the equal or even more important role as newproducts’ development for the corporation.According to Porter’s Five-Force theory and Trout Rees’ Positiontheory, this thesis expatiated the background to indicate why Gaiyoucorporation developed this new product V-Power, and summarized V-Power’s advantages when comparing with competitors’ products. Basingon which, we made the value position and market segment position forV-Power, and identified V-Power’s target customer group. After that, weanalyzed the Gaiyou company’s internal situation including ability ofproduct promotion, capital, human resource etc..then clear exteriorcondition including the market demands, competitors’ status, nationaleconomic situation etc… at last, taking all above factors into consideration,we made a feasible and exercisable market promotion strategy respectivelyaccording to three kinds of customers including distributor, big end userand scattered end user’s requirements and demands.