The Marketing Strategy Research Of YH Company In Southeast Asia

The traditional 4Ps marketing theory based on the enterprise vision, provides more specific elements for marketing strategy. The product life cycle theory based on the product market life vision, divides the typical product life cycle into four stages: introduction, growth, mature, and decline. It guides and optimizes the marketing strategy according to different product life stage. Based on YH company as the research object, this thesis researches and makes the company marketing strategy in southeast Asia areas through analysis on its inner and outer environment and YH products’ life cycle within literature research, qualitative analysis methods. Thus it can increase the company market share and brand influence in Southeast Asia, and achieve sustainable development.First, this thesis introduces the marketing strategy and product life cycle theory, including marketing mix, product life cycle, market segmentation and target marketing evaluation. It focuses on the study of 4Ps marketing theory and product life cycle theory, and discusses the YH company southeast Asia marketing strategy according to the theory study.Second, it has made summary of the YH company market development history and analyzes its marketing problems and make solutions through the PV industry and products characteristics, and the market states in Southeast Asia.Third, this thesis has used the theories of Porter’s five forces model, IFE matrix model in order to analyze and evaluate YH company southeast Asia market external and internal environment. Combined with the SWOT analysis, it is concluded that the company’s competitive advantages, weaknesses, opportunities and threats in order to guide the marketing strategy.Finally, this thesis has put forward the detailed company marketing strategy method after deeply analyzing the marketing segmentation, target market chosen, and product life cycle model. And use 4Ps theory to make the implementation strategy.