The Strategic Research Of D Company’s Sepcial Matrerial Application’s Development In China Book Industry

With 30 years’ Reform and Opening-up, the great century change hereinafter happened in China, our economy system was internally transferred from planned economy to market-oriented one. Also, externally China introduced advanced technology and capital extremely. As to the wellmatched strategy and supports from each government level, out economic environment improved tremendously. Also with the Opening-up, China has adopted a series of market development tools, strategies and process management. This thesis analyzed the D company’s special material D®’ market development strategy and implementation strategy from the standpoint of marketing.In the first chapter, the thesis introduces the background, analysis purpose and related theories. In the second chapter, the thesis introduces D company, its SBU-Protection Technologies and its special material D®. This part also introduced its product performance and existing applications. Especially this session covers the project background for readers’ better understanding. This third chapter is the key part of this thesis, which session records the development process from the project setup to execution, in which this part tells how D company assesses the market, conduct segmentation and propose marketing promotion plan. This part adopts some marketing theories and tools like SWOT, 5-forces, customer value proposition and value chain analysis for following market plan/strategy references. The fourth chapter is the proposal for market promotion plan on selected applications. The fifth chapter is the suggestions on D company and its D material, esp. for their business strategy for non-traditional industry. The final chapter is thesis summary and some prospects.