Marketing Strategy Research On HK’s Self Adhesive Products

In the late1980s and early1990s, as the international famous brand of outdoor advertising material entered China, Chinese enterprises one after another, started their production and domestic and international sales. After years of development, accompanied by advances in technology, quality increasingly stable, the price advantage, the export volume of Chinese enterprises has maintained sustained growth. However because of the fierce price competition among domestic enterprises and inflation of prices in China, corporate profits didn’t increase, but continued to decline, which made Chinese enterprises have to seek and develop new and high-end products, to make up for the profit decline brought by the low-end products. Yet in the current economic situation in China, it’s very difficult for the high-end products to make a breakthrough on the sales, which led all Chinese enterprises into a dilemma situation.Chinese enterprises are exploring different marketing channels, from traditional marketing to e-commerce and direct sales, etc. a variety of ways. Although the situation has improved, but the general trend is bound to still remain in the sales of low-end products. The main problem is due to the Chinese enterprise marketing management has not yet embarked on the international track, e.g. it didn’t use the real information management, which directly affects the choice of marketing channels and a powerful attack. Brand awareness needs to continue to strengthen, export volume of made-in-China products continued to grow in the past20years, but most products were based on customers’brand or with neutral packing to be exported directly, which caused very few Chinese brand could be seen in international market so far. In addition, Chinese enterprises continued to improve their technology, but also enhance the quality of service.This thesis uses PEST model and Michael Porter’s theory of five competitive, deeply analyzes the macroeconomic environment in which HK is, and the outdoor advertising material’s competitive situation in international market. Then SWOT analysis displayed HK’s internal strengths and weaknesses, opportunities and threats outside. Finally through STP theory, it subdivides and analyzes the international market of outdoor advertising material, determines HK’s target market, for which it proposed a new mix marketing strategy.This thesis is mainly for HK’s marketing strategy, but HK is very representative in outdoor advertising material field in China, the problems she is facing now is quite prevalent in domestic enterprises. Therefore, to other Chinese outdoor advertising material enterprises, I hope this research can play a reference role in the international competition...