Research On Marketing Strategy Of CTD Company

With the continuous improvement and development of the economy of China,the Smart Card is wildly used in various industries.However,with the rapid development of the wireless communication and the internet technology,the entire smart IC card ecosystem is in an unprecedented critical circumstance in the daily life applications,such as payment and QR code related applications.As a traditional smart card supplier,CTD company is focused on provide high quality products and services to various industries.When the challenge came,the company had tried many times regarding the marketing strategies,and had achieved some positive results,but still have some problems.This thesis analyzes the industry background,the marketing situation and the competition situation of CTD company from the prospective of the marketing strategy in the background of the significant change of the traditional smart card industry which is caused by the rapid and explosive development of the portable payment industry.The thesis will bring up the marketing strategy of CTD company in the latest situation from the prospective of differentiated marketing,target market and market positioning with the help of a completed analysis on the internal and external environment based on the SWOT analysis method.Meanwhile,the thesis will give implementation countermeasures from products,pricing,channel,promotion,service and human resources etc.,based on the company management structure and relevant theoretical models,to provide deeper insight on the Marketing strategy transformation and development to CTD company.Chinese companies in traditional industries have to face the challenge of seeking strategy transformation due to the impacted of the internet economy in the new “internet+” economic situation.This thesis will provide solutions on the generation and implementation of the marketing strategies based on the research of the current situation,existing problems and the macro environment on CTD company.The research will provide high quality experiences and references to the companies in traditional industries those are facing the impact of the development of internet and will make contribution to the overall transformation of China Economy.