The Marketing Strategy Of RC Company To Furthur Explore The Chinese Market

The RC company to be studied in this paper is a French family enterprise,which has been in France for more than 60 years,and set up subsidiaries in UK,Australia,and Italy.As a leader in food preparation industry,the RC company mainly produces commercial food preparation equipment such as food processors,cutters,and mixers for professional kitchens in food service channels.It is the best choice for professional chefs.Prior to 2000,Chinese dealers imported RC products from France and sold them to five star hotels and high-end western restaurants.From 2008 Beijing Olympic Games,more and more foreigners found the great potential of Chinese market,so the French export manager of RC started a stable cooperative relationship with two master dealers in China to develop Chinese market.In 2012,the office was set up in Hong Kong.At the end of 2015,Shanghai set up a representative office and will set up a subsidiary in Hong Kong and China in 2017.With the rapid development of China's economy,the public catering industry is booming,and more and more catering enterprises are aware of the importance of standard and efficient processing equipment in the kitchen operation.China's market sales continue to grow,and its outstanding performance has enabled RC to recognize the importance of the Chinese market,so RC branch in China,is looking forward to the future performance of the Chinese market.The company in the future will change the current dealer structure,so the price strategy,brand-marketing strategy and the dealer system shall apply to the new situation.The author as a Shanghai area manager in RC company,first elaborates the research background,and then analyzes the RC status in China market;pointed out the existing problems of the current marketing strategy,combined with the future development direction of the new company,put forward a solution.This paper made a detailed research on the marketing strategies of RC company in Chinese market,adopt various methods to analyze the various problems encountered,and finally summed up the basic ideas and the future direction of marketing strategy,in order to make the contribution to the future development of RC company.