Studying On The Marketing Strategy Of Chinese A Enterprise In Pakistan

Under the new international situation of increasingly fierce competition in regional economic integration,China's "One Belt And One Road" policy,which is based on the principles of Shared benefits,joint construction of projects and Shared decision-making,has brought a new perspective to the development of regional economic integration in South Asia.Pakistan occupies an important strategic position among the countries along the "One Belt And One Road" route.Due to the large power gap and increasingly serious environmental pollution,the local government has increased its investment in renewable energy in recent years.Bagasse power generation,as an important component of renewable energy in Pakistan,has developed rapidly in recent years.China A power enterprise is A listed enterprise whose main business is bagasse boiler manufacturing and EPC contractor.Since entering the Pakistan's power market in 2010,although A power enterprise has achieved certain sales performance,it is also faced with various problems such as poor sales performance,large limitations in products' scale,and imperfect marketing strategies due to its vague market positioning and traditional marketing concept.In recent years,in the face of the increasingly fierce competition environment,the sales performance of China A power enterprise in Pakistan's power market has been declined sharply.Based on the 4P marketing theory as an important point,this thesis studies the marketing status of A power enterprise in Pakistan by means of investigation and research,and summarizes the main problems of A power enterprise in the bagasse power generation market in Pakistan,and analyzes the causes of the problems.On this basis,the thesis is further based on the results of the investigation and research,the marketing environment of A power enterprise in Pakistan is analyzed through PEST analysis and SWOT analysis.And on the basis of environmental analysis,adopt the STP theory to Pakistan electric power market for effective market segmentation,choose target market and carry on the accurate market positioning,on the basis of the original 4 p marketing strategy,which is composed of product,price,place and promotion,into 4C marketing theory,which is composed of customer,customerprocurement cost,convenience and communication,and strategic alliance theory to optimizing the marketing strategy of A enterprise.The innovation of this thesis is that in the current study on Pakistan's electricity market is mostly confined to the macro environment and industry status,but few of the study focused on the marketing strategy of one type of power plant,in this condition,therefore,this thesis is based on this situation to comprehensive analysis,providing the proposed to Chinese power manufacturing and contractor enterprises' while assisting A power enterprise to optimizing the adverse situation in Pakistan.