Research On Market Strategy For Film Of Z Company

In recent years, auto glass industry is increasing sharply while the automobile industry has been developing dramatically. In addition, thousands of high buildings stand everywhere in most of big cities in China. Meanwhile, the government is pushing old building reform projects at full stretch in the past ten years. People begin to pursue the higher quality of their life when they are getting richer. Light pollution of the architectural glass, injury by falling glass and comfortable sense is paid close attention positively. All of these problems can be solved by using the window film effectively.Privacy protection, UV protection and saving energy is the function of window film as well. Trade in the same industry is becoming fiercer in competition. Foreign brands and domestic brands, high-end products and bottom-end products are full of everywhere throughout the whole market. The quality of different products has big difference. A brutal price war is under way. The Z company, a new entrant of market, will adopt effective measures to launch new product, named smart membrane, to compete with other companies, to improve the development of the company continuously. During this period, segmenting and positioning would play a critical role.I considerate smart membrane of Z company as the research target, based on 4P4C4R theory and industrial product strategy to analyze the present situation of Z company and identify the correct action which we need to take when it comes to market strategy of new product. We analyze the market environment from two aspects, including macro and micro factors. Next step, we find out the advantages and disadvantages of Z company and educe related market strategy by SWOT tools. Finally, we start segmenting, targeting and positioning, based on S.T.P theory.The Z company should adopt pertinent measures on these two different markets. Car window film is conducted by 4P theory mainly, however,4C4R has great positive effect on architectural glass film.In the end, this thesis enhances the strength of measures in several ways to ensure the good results. It is helpful for Z company to reach the ultimate target.