The Research On Marketing Strategy Of T-Mark Trade Co.Ltd In Dongguan

In recent years, Taiwan-funded enterprises faced the pressure of less space fortraditional privilege in mainland China. At the same time, the mainland market faced theopportunity of higher opening degree for the Taiwan-funded enterprises. In order to helpthese companies realize the strategic transformation of export and domestic sales model,let the Taiwan-funded enterprises exploit its advantage of huge capital, advancedtechnology, efficient management, and more depth into the mainland economydevelopment system, the T-Mark company try to form a distribution platform of turninginto the mainland domestic sales, to capture the continued growing market opportunityrapidly.Firstly this paper summarizes and combs the marketing and strategic research andother related literatures of the retail industry. Then use the strategic theories of PEST,porter five forces and SWOT to analyze its macro external environment, internalenvironment and competitive environment. Then through field investigation and datacollection, use STP analysis theory to formulate the strategy of market segmentation andmarket positioning, from the angle of geographic segment and population segment, toform T-Mark market segmentation, target market selection and market positioning. Andfrom product, price, place, promotion to provide a feasible solution for the developmentof T-Mark trading company.Based on the analysis of above all, this paper confirmed the T-Mark overallstrategy objectives: to make the T-Mark trading company bigger and stronger,combining with the T-Mark supermarket, small-mark chains, taobao e-commerce, barleymerchants and trade center platform, make it become high-qualitied, high-innovated andhigh-benefited commercial chain enterprise. Based on the operation forms of theT-Mark company, we made different market positioning: the T-Mark supermarket’sradiation scope includes existing and future store in circle radius of1.5km; the targetconsumers are young and middle-aged housewives who have strong consumptionabilities, and the elderly and children as the auxiliary pole; the goods are high-qualifiedand have low price, the company operate the imported goods which from Taiwan, theUnited States and so on, and provide healthy food with high quality. In the aspects ofmarketing strategy, the operation of T-Mark should highlight the characteristics ofproducts, improve the level of goods and services; grasp the target market, according to different sources, different nature of the goods to make reasonable price, adopt discountpricing strategy appropriately. Site selection should consider the local economicdevelopment level and population size, the population spending power within the scopeof business circle radiation, the city traffic of the area and so on. And the T-Mark shouldstrengthen advertising promotion, personnel promotion, business promotion, businesspromotion and public relations handling, etc.The research based on the sufficient research of theory and practice, put forward tothe T-Mark overall marketing strategy and feasible marketing strategy, and have madesome achievements in the promotion of practice.