Study On Marketing Strategy Of LA Processed Architectural Glass

With the acceleration of technological innovation and iterative renewal as well as the slow development of the economy,the process of globalization has been deepening.Globalization has brought competition in the world industry.And that competition is more and more fierce.With the transformation of global economic situation,changes in the market and the development of business,in order to strive for living space and market share,various enterprises in the global market take part in brutal competition.In this context,companies want to get living space and market share,or even get excess profits,they ultimately have to rely on transformation and innovation.The development and implementation of marketing strategies play an important role in the development of enterprises,and its innovation is a very important factor in its role.Through the marketing innovation of company,customer satisfy with the products or services provided by them,so that customer feel contentment onto company,which generate the customer to form habits and dependence on the company.That is the only for company to achieve long-term success.Float glass was invented by British Pilkington in 1950s-1960s.It is one of the raw material of processed glass.Building processed glass includes laminated glass,tempered glass,insulating glass,mirror,paint glass,acid etched glass etc.They are used widely in construction fields.Especially the appearance of Low-E and Acoustic Glass,those kinds of environment friendly processed glass,meets the needs of building design,and also satisfy the demand of energy-saving and environment pollution reduction.That also cater to the market and also accord with the government's relevant policies and support.Those glass have a giant development potential.Compared with the domestic market,international customers have better reputation-payment on time and more simple communication.Glass processor in China start to move the market focus onto the abroad one after another.However,with the deepening of economic crisis,the boost of reform on domestic supply side and the integration of the global glass industry,the industry structure of the continued expanded domestic glass keeps constantly being adjusted and the market competition on processing glass line is more and more fierce.LA is a foreign-invested glass processor at small and medium size.It refers experience of production and management in the line abroad and fixed the external market as its main one at the beginning.Over 90%of its outcomes export to Australia and New Zealand.Then it becomes the example of companies at small and medium size in the line to learn from and imitate.The paper take LA as the research object,studied its line,dug deeply the opportunity and threat in the building glass line,highlights its competitive advantage,avoid weakness,makes marketing strategies on their diverse processed glass to keep its own competitive advantage and gain more profit in the existing fierce market competition and the potential one.Subject to LA's external environment,the paper uses relative analysis tools and models to study the current development status of process glass line,the market condition and characteristics of the country's glass line,and analyzes the competition status in glass line as well as LA's main competitors at home and abroad to explain the opportunities and threats LA faces in the external environment;The paper also studies in LA's problems on marketing strategies and points out its reasons.After that,the paper determines LA's marketing target,and raises LA's marketing strategy in terms of price,product,place and promotion using the theories of Market Segmentation,Targeting Market and Market Positioning with the method of the combination of marketing management theories and LA's practical operation and management.At last,the writer submits some of suggestions on LA' supports to the implement of its marketing strategies.In the paper,based on the marketing theory,the writer uses the research way of combination theory with reality to make marketing strategy that is suitable for LA's situation considering its real marketing condition.The writer expects not only to maximum LA's shareholders benefit but also give an example and reference of marketing strategy to companies in the same line in the hope that a healthy and well-organized competitive environment in the line can be established and the line can be promoted stably and healthily.