Research On Marketing Strategy Of K Company In Chinese Market

Machinery industry is one of the important basic industries of the national economy,and with the continuous development of the industry,competition has become increasingly fierce.The mechanical parts suppliers such as K company,are also facing increasingly fierce market competition.Under the regulation of national energy-saving and emission-reduction policies in the 13rd Five Year Plan,K's original business has been greatly affected.This requires the industry-supporting enterprises such as K company to obtain new development,and to comprehensively enhance their core competitiveness in the above specific contex.The core competitiveness is the foundation of survival and development of enterprises,and the marketing competitiveness is the most important component of core competitiveness of enterprises.The scientific marketing mix strategy is the key to determine the marketing competitiveness and the core competitiveness of enterprise.K company is a multinational company that manufactures and sells B products,seals,lubrication systems,mechatronics products and services.With the change of domestic and international economic environment,K company is facing a series of issues:its market competitiveness is declining,its original marketing model can not meet the new changes in the Chinese market,and its marketing competitiveness and core competitiveness are influenced.Based on the above,this thesis will systematically study the marketing mix strategy of K company based on 4Ps theory.This thesis comprehensively expounds the related concepts such as marketing and marketing mix strategy,STEP and the classic marketing mix theory such as 4Ps and 4Cs,analyzes the characteristics of K's original marketing strategy from the aspects of price and product,points out the problems such as the single promotion mode and the chaos of distribution channel management,discusses the industry differences of K company,the change of market demand,the market competition and the change of marketing environment,focuses on the new marketing mix strategy and its implementation of K company based on 4Ps theory,and proposes the marketing mix strategy of K company from the four aspects of product,price,promotion and channel.Product strategy mainly includes product innovation and product brand;price strategy mainly includes value sales,life cycle management,flexible pricing strategy and quality management;promotion strategy includes advertising promotion,roadshow promotion and maintenance of public relations;channel strategy includes controlling the length and width of channel.Finally,the thesis puts forward four main points on the implementation of marketing mix strategy in K company based on 4Ps theory.