III
Abstract
Marketing strategy study, no matter on its theoretical research or practical explore, is a
good subject worth exploring for China market. Most of the typical marketing strategy
theories are focused on Fast Moving Consumer Goods (FMCG) or retail industry, the
researches on industrial marketing strategies are too little compared with the status as a
manufacturing country. At mean time, as for the companies which are in different stages of
life cycle, their demand to marketing strategies also differs greatly. For a developing
company, it has obtained quite some customer resources and operation experience, so it
becomes very important for them to establish effective marketing strategies for future
growth to become a mature company. However, many developing industrial companies
focus their marketing functions on fundamental promotion strategies as tradeshows and
advertisements, rather than the systematical establishment of a marketing strategy, which
can not only guide the development of a company but also monitor and adjust to the
external changes. An effective market strategy appears to be a very important tool for
continuous growth.
In order to improve this situation, the thesis designs a complete marketing strategy
improvement plan based on the analysis of an industrial company – C, and then to examine
its effectiveness so as to provide reference for other industrial companies. C company was
established in an industry which is very competitive and easy to enter, C company,
however, fails to monitor the external environment or establish systematical marketing
strategies upon its advantages. Therefore, the essay first studies the development of the
industrial marketing theories, then analyze industry characteristics of C company and its
weakness in the marketing strategy, then find out the problem needs to be worked on: to
establish a competitive system, implemented with classical 4P theory plus 4E theory, to
establish an effective marketing strategies for developing companies in product, price,
process, promotion, etc. The marketing strategy proved to be effective through the
assessment on some criteria such as the sales volume, market share and customer retention
rate after the implementation, as well as place need to be improved. Hope this thesis can
provide useful reference to other B2B companies.
Keywords: Industrial Marketing, Companies in Developing stage, 4P, 4E