| PCB (Printed circuit board),also known as the printed circuit board, is a carrier to realize electrical performance of different electronics, dominating a long time in the global electronics industry, especially China, its PCB growth rate is much more higher than average growth rate of the whole industry. Currently PCB gross output of global is nearly$59billion, nearly$26.5billion in mainland China which account for about40%. This conforms to the trend that PCB industry rapidly shifts to China under the influence of cost increase daily and downstream industry transfer. China has become the world’s fastest-growing market for PCB. However, with the rapid capacity expansion of all mainland China PCB manufacturer, under the situation of slowdown in global economic growth, increasingly fierce competition in the industry, as a representative of PCB manufacturer in China, MY company must carefully analyzes the current changing market environment and the advantages and disadvantages bringing by development of the PCB industry, give full play to their strengths, plan marketing strategy to be in an invincible position in the competition. This thesis has a vital significance to the research about this issue. This article summarized the development background of PCB industry and the current operating conditions of MY company, analyzed many problems that MY company faced in marketing, market opportunities and threats that MY company facing, strengths and weaknesses in MY company, the external environment and make a whole plan for MY company’s marketing strategy. From the perspective of market segmentation, the plan targeted MYs market precisely by along MY company marketing strategy implementation and using the marketing mix strategy—roduct strategy, channel strategy, price strategy and promotion strategy, so as to remain invincible in the fierce market competition, finally provide an important reference value for achieving the healthy development of MY Company. |
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