Research On Marketing Strategy Of AD's Road Reflective Film Products In Chinese Market

With the rapid development of the world economy,global economic integration gradually deepened,multinational corporations and economic globalization to promote development.Multinational companies to break through national boundaries,chasing economic interests,especially now the world economic environment as a whole to strengthen the competitiveness of the company's development gradually on a global scale.However,with the changing economic situation and increasing competition,multinational corporations are constantly adjusting their development strategies in order to meet the needs of different markets on a global scale.China is the world's second largest economy,the Chinese market attracts many multinational companies from various countries to invest in the face of competition from other multinational companies and local Chinese enterprises to compete,multinational companies in order to establish a stable foothold in the Chinese market and get good.It is necessary to establish and maintain the competitive advantage of sustainable development.Marketing is a very important part of enterprises to keep competitive advantage.It is very urgent and necessary to formulate effective marketing strategies in the face of changing market environment.AD is a diversified multinational industrial company.In this paper,the road reflective film is the essential material for road traffic signs.It is widely used in the construction of road facilities,With the development of China's urban transportation network,the market demand for road reflective film is still growing,and the competition of the market is becoming more and more intense.In order to gain competitive advantage,AD must adapt to the changing market environment and meet the market demand,Mining their own advantages,for the market environment and changes in demand,timely adjustment of marketing strategies.In this paper,the marketing theory and analytical tools are used in this paper.According to the marketing situation and problems of AD Road Reflective Film in the Chinese market,through the macro environment,competition environment and SWOT analysis,through the market segmentation and positioning,clear market demand and own In the market position,identify competitors,targeted development of corporate marketing strategy,respectively,from the product,price,channel,promotion and so on,put forward targeted marketing strategy,hoping to enable enterprises in the market On to better development,the company's marketing strategy more in line with the Chinese market situation.