Research For Market Positioning And Marketing Strategy Of Beijing LK Company

Most market researchers are more familiar with or have deep understanding of the marketing of consumable since everyone is a consumer in daily life. However, the purchase volumes of the government, company and organization accounts more than50percent of the overall economic activity. Moreover, a lot of graduates majored in marketing start their career in industrial fields instead of the consumable field which makes the research of the industrial marketing more practical and important. The various popular marketing theories are mainly focused on the mass-marketed product research which usually leads to the confusion when it is applied in industrial product fields. The marketing positioning theory has been generally accepted in consumable field and widely applied as one of the most important and effective strategy tools. With more deep research for the marketing positioning theory in industrial product filed, it is discovered that many industry leader in different marketing segment rarely made careful market division or position. Though it appears that these companies’success has great fortuity, as an effective tool in marketing strategy, the unique role of the marketing positioning in industrial fields should not be ignored. Meanwhile the marketing strategy research suitable for industrial marketing based on marketing positioning theory is valuable in extensive practical applications. This article mainly studies the method of making the reasonable marketing strategy by applying the marketing positioning theory in the industrial products business. This essay adopts a case study and regard Beijing LK Technology Limited (hereinafter referred to as the Beijing LK) as the research object.Beijing LK is a provider of products and services in China Railway Signal and Communication field, and its main business is concentrated in the domestic railway signal and communication products and services market.. In the enterprise developing process, Beijing LK is at the critical moment of shifting from the breakthrough phase to the transition stage of development. Under the circumstance of gradually opening railroad market and increased fierce competition, it has crucial significance for Beijing LK’s second business development to enhance the market and product positioning consciousness and work scientific effective marketing strategy.The article demonstrates its points by combining documentary analysis and research of typical cases. From the perspective of marketing positioning, we have a in-depth discussion how Beijing LK applied the theory of market segmentation to enhance the core competence. There are five parts in this article:The first part elaborates the concepts and development of market positioning theory and industrial product marketing theory; The second part introduces the market environment of the domestic companies in rail industry and analyze Beijing LK’s current situation; In the third part the author comes up with the market and product positioning strategy based on his analysis of the Beijing LK’s current situation; The fourth part concretely studies the detailed marketing strategy and implementation method which is developed by Beijing LK after marketing positioning and evaluate its role and effectiveness; The final part summarizes the important role of market positioning for development of the domestic railway enterprises and put forward some suggestions for domestic railway enterprises about future implementation of effective industrial marketing mix strategyThrough the analysis of the measures which Beijing LK taken in the process of implementation of market positioning and marketing mix strategy and achievements, this article explicates that positioning theory and industrial products marketing mix strategy will play an increasingly important role in the railway enterprise marketing. Meanwhile, the author believes that along with increasing government’s investment on the railway and ever-opening market of rail and deep reform of railway, the positioning theory and distinctive industrial products marketing theory is bound to be an important theory and implement tools of the constant development and expansion of railway product and service.