The Research Of H Company For Transformation Of Marketing Strategy In Transformation Of Corporate Strategy

The author first introduced the corporate and marketing strategy of H Company and the transformation of them.When H Company shifted concentration to differentiation and leadership,H embraced new achievements but faced new challenges as well,which came from decreasing difference in hardcore and fiercer price competition.The author summarized theories to prove the essential role of marketing success in transformation of corporate strategy,that of marketing survey to bring business success,and do’s and don’ts about developing a marketing strategy.The author concluded the key factors which make H’s customers willing to pay and pay more after collecting raw data from the survey he conducted.The author undertook VFM model to innovatively put core information of factors and importance out of survey into one single map to analyze in quantity.Finally,the author brought up a re-design strategy based on internal and external conditions of H,including increasing local manufacturing rate,strengthening design ability and improve technical catalogues.The author made future expectations soft capability should be strengthened when hardware differences disappearing.