Research On Marketing Strategy Of SS Co., Ltd

With more than 30 years’development, more than 60% of the mesh output all over the world is made in China, which makes China to be the biggest mesh production country in the world. Nowadays, the printing industry is developing explosively. Thanks to the economic& technic development as well as the support from government, silkscreen printing technology plays an increasingly prominent role in various industries and the mesh production companies are facing tremendous opportunities and challenges under Economic Globalization. On the one hand, the development of silkscreen printing technology leads to an increasing demand for silkscreen printing mesh, while on the other hand, Chinese mesh companies are always reduced to a passive position in the marketing competition due to lack of Marketing Strategy.This paper focus on SS company and takes a combination of theory explaining and case studying to have a research on the marketing strategy of SS company.First of all, we analyze the internal and external marketing environment of SS company by using PEST, Five Forces and SWOT analysis tools, Industry Life Cycle theory, and competitors’analysis. Then the paper analyzes the present situation of marketing of SS company from the aspect of Competitiveness, Sales Team, Distribution Channel and Marketing Performance, meanwhile analyzing the problem of the marketing situation of SS company from the aspect of Brand, Product, Price etc.Secondly, the paper gives the competitors’analysis of SS company, then based on the law of STP, the paper describes the Market Segmentation, Target Market Selection and Market Positioning of SS company. Next, this paper uses the 4P marketing theory to facilitate the marketing theories of SS company on Production, Place, Price and Promotion.At last, we explain the implementation and control of SS company’s marketing strategy by Resource Optimize Allocation, Marketing Organization Optimization and Marketing Process, which can ensure the company’s marketing goal realization.In a word, Chinese mesh manufacturer need to focus not only on technology but also on marketing strategy. Only by doing so can they gain an edge over competitors.