Research On Marketing Policy Of Precision Balance Of S Instrument Company

As the core product line, electronic balance line of S Instrument Company has maintained good growth momentum generally in the past 20 years. However an underlying problem is below the good momentum, which is the good momentum has been heavily relying on the good sales performance from analytical balance portfolio of electronic balance line, and the market figures of the other portfolio subject to the line —— precision balance —— is always in disappointed status. Hence it is very critical for S Instrument Company to improve the market performance of precision balance portfolio in order to keep maintaining the growth momentum of the electronic balance line as well as ensure the sustainable growth of S Instrument Company.This thesis analyzes the collected information and data of precision balance market of China by using relevant marketing theories to find out the problems of marketing policy for precision balance product line of S Instrument Company, and proposes some improvement suggestions accordingly.This thesis includes 6 chapters totally. The first chapter is preface, which briefs the background, significance of this thesis and outlines the structure of the thesis' chapters. The second chapter elaborates the origin and evolution of the relevant theories as well as their core contents.The third chapter introduces the status quo of the business management of S Instrument Company and points out the marketing problems of its precision product lines by analysis. In the fourth chapter this thesis adopts STP theory to analyze China precision balance market, and then makes proposals respectively about market segmentation, target markets and market positioning of laboratory segment, industrial & commercial field segment and device integration segment. The fifth chapter uses business marketing theory and 4P marketing mix theory to make research, conclusion and bring forward corresponding marketing policies to those three segments above.The sixth chapter is a summary of this thesis and the outlook for the future of overall balance product lines of S Instrument Company.