Study On Chinese Marketing Strategy Of ELAU Company

China’s packaging machinery market has become one of the fastest growing markets in the world after thirty years of rapid development. Almost all of the automation manufacturers in the world pay more attention on this market. ELAU company is the only one company in the European market that100%focus on the automation manufacturer of packaging machinery industry, providing innovative automation solutions for the European packaging machine customer, and have leader position in market share. In2006, ELAU company enter the Chinese market for the first time,but in the same situation like many other foreign-funded enterprises, the sales growth slowly and market share is very lower, that’s quite different with its performance in the european marketIn this study, I analysised the sales situation of ELAU company. Depend on the modern marketing theory, this study analysised the marketing environment of Chinese packaging machinery automation market in depth, and summarized the advantages and disadvantages of ELAU company, according to the STP theory of market positioning, I suggest ELAU can be positioning as a "one-stop solution expert" in Chinese market. This study redefined the target market of ELAU company:medicine packaging and beverage packaging machinery market. Through interview to the relevant target market customers, I analyzed the demand characteristics of customer, buying process, decision-making influence factors, then produced the strategy of product, price, place and promotion according to the4Ps marketing mix theory. This study also used the theory of relationship marketing of the B2B marketing to supplemented the marketing combination strategy.