| After joining the WTO, Chinese national economic develops rapidly，theproducts has been sold all over the world increasingly. Production companies hasbegan to remold and develop marketing strategies and management methods fromthe original production concept to the social marketing concept. As the influentialaffects marketing and management involved and complex process of management，especially the international marketing is time-consuming, companies marketingmanagement has became the key of sustainable development.According to marketing conditions ware products of JianLin industry in Europe,this research study the European market marketing situation and problems by themodern marketing theory such as PESTN, SWOT analysis theory, Porter’s fiveforces competitive analysis model, STP marketing strategy and4P and4R marketingtheory, and proposed several marketing strategy recommendations. Research iscomposed by seven parts. Introduction section introduces the backgroundmethodology and basic framework and significance of the research. Chapter twoanalyzes the European sanitary ware market situation and exist problems. Chapterthree analyzes the European market environment by SWOT analysis theory.Chapterfour analyzes European market by the STP marketing strategy. Chapter fiveanalyzes4P and4R strategy of ware products of JianLin ware products industry inEurope. Chapter six summarizes the research findings and prospects.Taking literature analysis and case analysis method, STP、4P and4R theories areapplied to explore specific company’s marketing strategy in the research to analysisthe European market competition of the Products. This paper study the effectivenessand deficiency of marketing strategy and propose the specific measure. The feature of this study was to explore the marketing strategy to enter the European market fordomestic enterprises, and make constructive suggestions by revealing sanitary statusof European marketing management of JianLin industrial. |
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