In recent years, with China’s rapid economic development, and continuously improve the standard of living, the sports industry has been greatly developed, the 2008 Olympic Games in Beijing held a more sporting goods industry in China has created favorable opportunities for development.Sporting goods market in the face of strong demand, China’s sporting goods manufacturers are not optimistic about the current situation, the biggest problems and deficiencies is the lack of a strong brand. Only through establishing a strong brand, to enhance the competitiveness of enterprises.It is precisely because of this situation, the paper of the Chinese sporting goods industry leading enterprises – Li-Ning Company to study, according to marketing management, enterprise strategies, such as knowledge of research. In this paper, the Chinese sporting goods manufacturers of brand management have some practical significance.
Post about "marketing strategy"
The medical marketing keeps growing with the rapid increasing of Chinese economy. The revenue of the most of hospitals will be much more than that in 2007, the demand for the diagnostic reagent will increase in 2008, that is a chance for Shanghai Kehua Company. But , at the moment, more and more companies, including international companies, are competitions for each other. The life for Shanghai Kehua Company will be harder.This article focuses on the marketing environment for Shanghai Kehua Company to make marketing strategy, analyses current situation of the company by using 5C theory, makes market segment and product position by using STP strategy and makes marketing strategy by using 4p’s theory.
In recent years, Liu Pao Tea maintains a sound momentum of development and a good market prospect. However, large productive enterprises are not strong in market expansion and brand appeal in spite of holding advantages in production. Socially a massive amount of funds continue to infiltrate into this industry, which bring fierce competition in low-end market and rare exploration in high-end market in contrast. So how to take advantage of their own marketing strategy for self-development in order to gain the largest market shares in such intense competition, has become the principle preoccupation of many Liu Pao Tea enterprises. Wuzhou Maosheng Tea Co. Ltd has begun to produce Liu Pao Tea since it was founded in 2003. Its products include high-end, middle-end and low-end merchandise and get several awards. But the company doesn’t develope very fast because of marketing strategies. Taking Wuzhou Maosheng Tea Co. Ltd as an example, This article analyzed the market of Liu Pao Tea and attempted to seek a marketing strategy that matches the internal resources of medium and small-sized Liu Pao Tea enterprises so that these enterprises can not only make all use of external circumstances but also avoid the competition menace effectively.Committed to integration of theory with practice, this article analyzed the competition condition and trend of Liu Pao Tea business in China, combined marketing administration theory and strategy administration theory with actual experience of medium and small-sized enterprises, analyzed the external circumstances, internal resources and marketing point of Wuzhou Maosheng Tea Co. Ltd as an example and pointed out the importance of geographical indication in Liu Pao Tea marketing. We remade a market positioning, defined the orientation of the high end gift market and got a suitable marketing strategy by using SWOT analytical method. To ensure the successful implementation of marketing strategies, in this article, we also further discuss the marketing strategy and insurance system that matches the products, price and channels. The purpose of this research is to combine theory with practice and provide some references for medium and small-sized Liu Pao Tea enterprises about how to set marketing strategy in the intense market competition.
There is much room for the beer industry to make tremendous growth. All major domestic and foreign manufacturers are accelerating the pace of development. Beer industry’s marketing strategies will undoubtedly determine the prospect of beer business development. All of the beer enterprises pay more and more attention to marketing strategyies. Therefore, to attain achievement in fierce competition at home and abroad, beer enterprises are required to consider how to form their own marketing strategies. As the leading group in the South of China, Zhujiang Beer Enterprise is also facing fierce competition in the market, especially in southern China, there are many local brands and large brands enter into the market. While facing challenges, we must at the same time consider how to develop our own marketing strategy, in particular the regional marketing strategy.The paper first makes a systematic review on the theoretical researches and current situation of the marketing strategies of domestic and international beer industries, expounds the process of marketing strategies in China’s beer market, including the marketing environment, objectives, means and methods, all of which have taken great places, summerises the current condition of China’s beer market and the trend of its marketing. Then, making use of SWOT, the article does a comprehensive analyses on the regional competetion about Zhujiang Beer Industry in Guangxi, makes a comparison of the competitive environment and the competitors. Then by analyzing the main problems and shortcomings of Zhujiang Beer Industry’s marketing in Guangxi, the dissertation discusses the model of Zhujiang Beer’s marketing strategy. Finally, according to the current situation of Zhujiang Beer Industry’s marketing in Guangxi, applying the model of Zhujiang Beer’s marketing strategy in Guangxi, the thesis propese to implement the model of Zhujiang Beer Industry’s marketing strategy in Guangxi so as to guide the marketing of Zhujiang Beer Industry in Guangxi, leading to both fast and healthy development in beer industry’s regional marketing.
This article mainly studies the marketing strategy of Kelti(China)daily consumers’ goods Ltd.When Kelti extends its market in China, as a transnational direct selling enterprise,It uses the marketing strategy which is suitable to the Chinese situation, brings the enterprise marketing strategy into full play, adopting “Chain-like alliance, shop front sale” ; Kelti succeeds in Chinese market.This article consists five parts.The 1th part is an introduction.It introduces the background, the object and the method of the study.The 2th part summarizes for the correlation theories, narrated the market marketing theory and the strategy management theory separately.The 3th part is the overview and marketing environment analysis of Kelti(China)daily consumers’ goods Ltd. Based on the introduction of Kelti’s global business and Chinese market business, through the analysis of macro-environment and business environment, taking into account of company’s current situation and competitive trend,using SWOT analysismethod, this article proposes the future multi-business strategy.The 4th part is the study of Kelti (China) daily consumers’ goods Ltd. ‘s marketing strategy. The three main kinds of products are skincare and color cosmetics, nutrition and healthcare and personal homecare. The products have stronger profitability, higher brand reputation but the products’ pricing system is simple. Promotion strategy mainly focuses on the personal selling and meantime also more on Ads and public relation.The 5th part is the conclusion and recommendation. After the analysis of Kelti’s channel and the advantage of being on the lead of product technique, in the aspect of the product and pricing strategy the article proposes to enhance the creation and competition ability of product;to perfect the brand management system and to assign timely and appropriate market price and pay more attention to the benefit of customers. It is also proposed in the aspect of channel and promotion strategy to enhance standardization and make training system perfect. Facing the acute competition domestic and abroad, systematically analyzing the marketing strategy of the transnational companies in China as Kelti has the guiding and practical significance for domestic enterprises to carry out more effective marketing strategy.
In new condition of the world being a market and China entering WTO, whether a company has a specific and practical development strategy is the key of prosper. Anshanhailiang Co.Ltd is in a phase of transformation from an old system to a new one, at the meantime it is facing complicated internal and external environment.One side the polypropylene trade has the chance of development with China entering WTO and economy developing rapidly, on the other side, the company is exist and developing in crisis because the system of economy and administration of itself is lag and the competition in market is drastic. The aims of study in this paper are improving the ability of Anshanhailiang Co.Ltd to acclimation and, establish and actualize a scientific and practical development strategy. It is practical significance for company to definitude the direction and gets rid of disadvantageous factor, keep the power of competition in market and develop in heath and continuance.Strategy management includes four part, strategy programming, strategy practicing, strategic control and strategy modifying. In this article, I discuss the development strategy of Anshanhailiang Co.Ltd on basis of the model of strategy management process.There are five parts in this article. The first part is general introduction of strategy management theory, which covers its concept, characteristic, initiation and development, principles, levels and management process significance innovation of this theory is also mentioned; The second part is brief information of Anshanhailiang Co.Ltd, including the main business scope; The third part clarifies how to obtain SWOT analysis matrix through analyzing the internal and external environment where the enterprise survive and how to draw a decisive conclusion according to the relation between them as well as considering all kinds of other factors. The fourth part is the selecting and forming of strategy, which discusses the necessity for Anshanhailiang Co.Ltd to make strategic choice, introduces the guideline and overall planning of enterprise strategy, makes clear the errands and strategic targets of the enterprise, brings forward the overall strategy and competition strategy, makes a set of functional strategies to support the practicing of the overall strategy and competition strategy; The last part focus on promoting of the strategy practicing by the methods of making reasonable stage targets, adjusting and optimizing organization framework, scientifically deploying strategic resources, and to go along the pre-set strategy direction, by the method of making whole strategy controlling system to control the practicing of the enterprise strategy.
Insulin pump has been considered as the first choice among the medical appliances for the diabetes injecting insulin.The hospital, doctor and diabetic have accepted this kind of production.The demand of insulin pump is increasing with years,and it has a good market outlook.The marketing policy of domestic insulin pump has such problems as insufficient market segments,uniform target market, ambiguous market orient,short product line,irrational price,single channel and simple sales approach.These problems must be solved to improve the market share of domestic insulin pump.Based on the serious analysis,this paper has pointed out that the prime consumers of insulin pump are big hospitals and diabetics.The price,performance,quality,service and brand are the main factors to influence the purchase.The expertise plays an extreme important role in the consumers’ decision.The insulin pump market competition is intense.There are both chances and menaces.The insulin pump factory in our country should seize the chance,perform low cost predominance,establish effective marketing strategies to improve the market share.Using marketing mix theory,conformity theory,related theory and network theory,combined with the market actuality and practice of insulin pump,compared between different marketing policies of different brands of insulin pump,this paper has raised a marketing policy of domes(?)ic insulin pump,which is effective,innovative and significant.The policy includes market segment,market orient, customized market,price optimized,controlling of the channel, financial leasing,network and related sales.Those marketing policies are fit for the current situation of Chinese market,and they could be used to provide the civil supply manufacturers with a guide.
Health-food industry which is named “health industry” has a huge market potential in China,it provided a vast market opportunities for Chinese health -food enterprises,and created the myth of fame such as “San Zhu” Liquid and so on,but with the development of health-food industry and consumer’s awareness gradually mature,the competitions between health-food enterprises are no longer a simple concept speculation and advertising bombing,marketing strategies become the key factors to decide prosperity or decline of health-food enterprises. there are more than three thousands health-food enterprises in China, sixty percent of them is small and medium-sized enterprises,Their sizes, strength and characteristics are different from those in large enterprises, “suitable” is most important for small and medium-sized health-food enterprises when they develop their marketing strategies,with the analysis of health-food industry and small,medium-sized enterprise’s status quo,the thesis puts forward the marketing strategies which are suitable for small and medium-sized health-food enterprises.The thesis expounds the health-food industry history in China firstly,to obtain successful experiences and lessons of failure by analyzing the representative enterprises of all stages,and point out the problems and development trend of health-food industry.Secondly,to demonstrate Marketing environment,characteristics and Marketing problems of small and medium-sized health-food enterprises,finally,puts forward the marketing strategies which are suitable for small and medium-sized health-food enterprises:Localization Marketing strategy:Quality-oriented, local demand as core,Innovation as Competitiveness product strategy; Price-quality pricing strategy based on the local consumption level; Integrity-based and low-cost sales promotion strategy;Franchised store as main channel,supplemented by network sales channel strategy.Relationship Marketing Strategy:Establish and maintain good customer relationships,Cooperation with competitors and achieve a win-win situation,Establish close,stable and mutually beneficial supplier relationship “Dodge” Marketing strategies:Characteristics Marketing, Niche Marketing and Focalizing Marketing.”Cooperation” Marketing strategies:Symbiosis Marketing strategy,Attachment Marketing strategy and Virtual Marketing strategy,small and medium-sized health-food enterprises can choose corresponding marketing strategies according to their conditions,in order to expand their survival and development opportunities and space.
Management Game (MG) is an international enterprise-training course designed by Carnegie Mellon University in 1975, With the participation of lots of universities,they set up a simulated globalization multilateral marketing competition enviroment by means of computer science and network technology.The management group is consist of 5 MBA students who run and control a simulated multinational company.Each company manufactures two types of wrist watches,price sensitive wrist watches and quality sesitive ones. All of the products will be sold to the following six contries, USA, Mexico, Germany, UK, Japan and China,that is to say, each type of products has six branch markets.The persons who take part in the game should run the corporation simulatly for three years, then they should make a report to the directorate which is consist of intramural menters and the consultants outside the campus,and they should take the advice from them,thus the directorate should estimate the administrators according to their behavior.Alpha International Watch Ltd. Co.(Alpha Co.)is the company operated by EMBA studutent of Northeastern University of year 2003. There are five memenbers in the management group,each of them plays the role as CEO,CMO of Rainbow series wrist watch,CMO of Captain series wrist watch, COO and CFO. We are in charge of the comprehensive development, marketing, production, and finance individually. I am the CEO, so I take charge of strategic planning, coordination, implementation and strategic adjustment.Firstly,the article takes an analysis on the running condition that Alpha is in,and we make the strategic plan of 2007～2009 from combining the tenets of the company and the real trend of wrist watch industry.Secondly, it expounds the strategic execution, implementation, evaluation and adjustment in the practical simulated operation, and makes the summary and analysis of strategic layout and execution with the combination of relative theories. Finally, on the background of Alpha Corporation, it gives the summary and analysis on the errors appeared in making of the plan,and discusses several practical issuses occured in the execution,and last makes a stretigic plan and arrangment for Alpha Cor, and even for the whole wrist watch industry.
As Native economic developing rapidly, Living standard and quality of people have got apparent progress.Wet tissue is a kind of disposable Hygiene more popular in several years. Necessity and production have improved quickly.With customers have a good health habit,Wet tissue will be a necessity for normal living.Our country is being the primary period of market economic.Some small-to medium-sized enterprises can keep living by holding up chance.but generally speaking,their management methods always are simple and random. Increasing competition, Customers have been changing their needs,Many company meet with a lot of difficult thanever before.Writer think,Wet tissue producer have a special sight hold on a good chance for market needs.Enterprises had to find the solution to problem of the mass marketing tactics by market competition.This thesis is based on a typical manufacturing enterprise-shenyang nuojie disposable hygiene Co.Ltd as the studied background.It introduced the basic conditions of the company,and it also analyzed the company’s internal and external circumstances.And it also used the method of SWOT.The thesis re-analyzed and made the marketing tactics by the views of market segments,positioning and deep marketing thesis.The thesis consists five parts in total.The first part explained the thesis content and method of studying etc.It also introduces the Shenyang Nuojie company briefly.The second part summarized the marketing theory which includes marketing circumstance theory,STP theory,the analyzed method of SWOT,deeper marketing theory and sales modle theory.The third part analyzed the internal and external circumstances of SYNJ company,point to the problem of this company marketing strategy and limited facts.The forth part gave out specific improving suggestion about SYNJ company with the analysis of existing condition.The fifth part elaborated the guarantee and policies of marketing combination.