Study On Marketing Strategy Of JY Printing Company

Since the adoption of reform and opening-up policy,China's economy has grown rapidly and made remarkable achievements.Along with steady and fast growing national economy,the printing industry has seen a rapid and stable growth.The influx of a large number of printing enterprises promoted the rapid development of the printing industry;however,it also brought a series of problems,such as excess capacity,product oversupply and increasingly competitive market.Although the printing industry output has increased year by year,its profit margins have declined year by year.As a member of the printing business,JY printing company is also facing with the same problems.Therefore,the major problem on which this paper has researched is that,how JY printing company integrate its resources in the intense market competition and develop the marketing strategies which are the most appropriate to itself based on marketing theories so as to get out from under.This paper selects JY printing company as the research object.Firstly,it analyzes the internal and external marketing environments that JY printing company is facing with as well as its status quo and major problems in marketing by using PEST analysis method,Porter Five Force Model and SWOT analysis method.Based on this,it has found out the opportunities,threatens,advantages and disadvantages of the company.Secondly,by referring to the STP marketing theory it has sub-divided the markets and indentified the target market and marketing position of JY printing company by concerning the characteristics of sub-market and the advantages and disadvantages of the company.Finally,it discusses about the formulation of marketing strategies in JY printing company according to 4Ps marketing mix theory.Besides,it has brought forward some suggestions on guarantee and controlling methods to ensure the effective implementation of the marketing strategies.In general,combining the theories of marketing and strategic management with JY printing company's marketing information,this paper has put forward the methods of optimizing the marketing strategies of the company.As for this research,it.is expected to promote the marketing management and improve the economic performance of JY printing company in theory as well as in practice and provide valuable reference for other printing companies to develop marketing strategies.