BenQ Co. Ltd Marketing Strategy Research

In the fierce market competition today, enterprises want to remain invinciblein the perplexing environments, will be on the market operational Wei hold cansucceed. Therefore, the marketing strategy has become the core strategy ofenterprise strategy. All enterprises are through the marketing strategy to helpenterprises to adapt to the changing environment and market, stand in the height ofstrategy, taking the long view, from the overall situation, make full use of existingresources, increase product competitiveness in the market.Amidst the winds of change in the IT industry, faster product updates,technical invention emerge in an endless stream and short product life cycle hascontributed to the IT hardware marketing environment is full of risk anduncertainty. Enterprises can make effective marketing strategy is the key towinning. For the computer hardware product marketing such as Coca Cola andeven woman and children all know these are marketing exist great differences, itneeds to adopt different marketing strategy.This paper reviews the marketing strategy research literature, expounds thetheoretical foundation of research on the marketing strategy of the market. In thecourse of the study using PEST method to analyze the external environment of theBenq Corp; by using SWOT analysis method, this paper analyzes the advantagesand disadvantages, the Benq Corp at present opportunities and threats; and themain products of the Benq Corp by BCG matrix method of the market growth rateand relative market share is analyzed to determine the problem products. Secondly,is the strategic choice of the process of Benq Corp. The use of STP marketingtheory on the company’s target market to market segmentation and assessment ofmarket segmentation, target market selection and market positioning. Finally, indetermining the Benq Corp shall adopt the market development strategy, the BenqCorp developed a new product strategy, price strategy, channel strategy, promotionstrategy and suggestions.