Research On Marketing Strategy For W Environmental Protection Equipment Company In Chinese Local Market

In recent years,China has strongly supported and advocated the development of the manufacturing industry,especially the high-end manufacturing industry.Meanwhile,Chinese government highly values environmental protection.The General Secretary Xi Jinping proposed the concept of “lucid waters and lush mountains are invaluable assets”.Therefore,green manufacturing,which is committed to green development,is encouraged and advocated by the government.As a subsidiary corporation of an American company in China,it is the general trend for W company to actively turn to the local market and expand its local share in the face of the world economic downturn and the backflow of manufacturing in European and American countries.Therefore,the research of W company’s localization marketing strategy is urgent and meaningful.Based on the 4P theory and the Chinese consumer-brand relationship quality(CBRQ)model theory,combining with the practical problems faced by W company marketing in Chinese local market and the content of interviews with senior executives,this paper constructs the research direction of marketing strategy in Chinese local market from five dimensions,namely,price,product,channel,promotion and brand building.Based on the five dimensions,this paper creates a questionnaire scale about W Company marketing strategy in Chinese local market to further investigate the existing customers and potential customers on the localization marketing of the five dimensions.The questionnaire scale data meet the requirements of reliability and validity,and confirmatory factor analysis.This paper finally identifies five problems about the marketing of W company in Chinese local market: low cost performance of existing local products compared with competitive products,local product category is single and lacking overall engineering business,low efficiency of local marketing channels and lacking end customers,insufficient local market promotion,brand features of local products are not outstanding.Then,the reasons of the five problems are analyzed respectively: it is inappropriate to set the local price with the export price,the lack of innovation in the local product line,local marketing channel is single,the lack of human,financial and materials investment in the local market promotion,and the neglect of local brand building.This paper provides the corresponding solutions to the five problems,which are,finding the suitable local price system,providing local overall engineering business,actively developing local terminal customers and building local direct sales channels,increasing local market promotion,doing a good job in building local brands.In order to enable the effective implementation of localization marketing solutions,W Company provides support and guarantee in terms of strategy,capital,technology and human resources.This paper provides a certain reference for enterprises in the same industry in the study of marketing strategy in Chinese local market.