Marketinging Strategy Research About NTN Corporation Main Bearing Product In China Wind Energy Market

Based on NTN corporation,one of the largest bearing companies in the world,and its main bearing product,this thesis applies marketing theory and tools to conduct positioning research and carry out relevant marketing strategies,to help expand NTN's market share in China wind energy industry.The research first analyzes the external and internal environment from macro to micro perspectives for NTN corporation in China wind energy market.This includes the macro environment analysis of China market,and the in-depth wind energy main shaft bearing value chain analysis via Porter Five Forces model,as well as NTN Corporation's internal product study.Then,based on NTN's current positioning scheme,this thesis finds out the problem NTN is facing with as well as its root cause.The next step is to revise NTN's STP strategy,considering the trend and opportunity brought out by the latest“13^th-Five-Year”Plan?2016 to 2020?.This will help identify the nitch market in China wind energy market.Finally,a new marketing strategy is carried out based on the updated positioning study.This strategy is also based on the market segmentation,including in-land,off-shore and exported wind turbines.