The Research For Marketing Strategy Of CA Product In EM Enterprise

In recent decades,Chinese glasses industry has a rapid development,the foreign enterprise enter into China positively.EM enterprise is invested by Eastman and Mazzucchelli for CA product compounding,CA product mainly supply for glasses as raw material.After strategic alliance market against,cause EM's business declining.The research purpose is to find problems to find solutions,to win market share,promote the benign development.The thesis is based on EM's marketing focus,the global influence of glasses industry,the analysis of EM marketing strategy,according to the EM's current marketing management problems,put forward the corresponding solutions and the realization of EM to achieve goals both in short-term and long-term development.First of all,introduce the EM's corporate background,then analyze the internal and external environment through the PEST theory and Potter's Five Forces model,through the SWOT analysis to identify the EM's internal strengths and weaknesses in the development process,as well as opportunities and challenges facing.Then use the 4P+4R marketing theory to discuss market segmentation,target market selection and market positioning,to make clear the EM's own market position and the current environment.Finally,on the basis of these,put forward the marketing strategy of EM,namely,accurate market positioning,the establishment of human resources management strategy,price strategy,sales channel strategy,service strategy,relationship marketing strategy and effective enterprise brand strategy,so as to establish effective marketing strategy and low risk guarantee.In the thesis,the method of demonstration using theory with practice,the use of MBA courses in various models and theoretical knowledge,combined with the actual situation of EM and the industry background,to be analyzed and summarized.The thesis focuses on EM's marketing strategy,EM belongs to the horizontal merger,longitudinal Business Association joint ventures special background,combined with the related theories,aim to solve practical application,and give relevant guidance similar to EM's structure background analysis on enterprise marketing strategy to a certain extent,and hopes to be helpful for manufacturing for this type of production enterprises,and achieve a win-win real significance.