YWQ PUMP Co., Ltd.

With the rapid development of new energy automobile, battery manufacturing industry is also flourishing. At present, the major power batteries of automobile are lithium ion battery and fuel cell. But the requirements of the producing these two kinds of batteries are quite high. In this context, YWQ industrial pump company began selling the chemical pump——hi- cera pump, applied to produce battery, in 2007. However, sales status in China is very different from Japan. The Japanese market is in short supply while Chinese market is with a positive market response. This situation caused the CEO of YWQ company attention.In the analysis section, it analyzes the industrial marketing theoretical researches at home and aboard and illuminates strategic theory of high technology industry and professional marketing theory of industrial products to provide basis for marketing strategy formulation in this paper. Secondly, through a comprehensive scientific analysis of the macro-environmental and industrial competition environment the company is facing, industry barrier, company’s resources and capabilities, we determined to focus on developing power battery market, based on the concept of “customer-centric” and take the marketing mode of products and services "differentiation". Thirdly, we resolve and implement the strategic positioning and marketing mode. Next, on the basis of marketing, service marketing and the successful experience of Japanese market, we formulate the “product + service” combination of marketing strategy, which are 4P strategy including products, price, channel and sales promotion. Finally, it comes to the research conclusions and indicates the problems cannot be solved in this paper so that reach the marketing sales prospect.At the moment, YWQ industrial pump company has taken some related steps in practice and acquire some effects, which can be reference for the marketing of High-tech industrial products.