A Tentative Study On The Innovation In The Marketing Strategies Of Private Businesses

In the first chapter, the setting in which private businesses are in is described according to the history, status quo and prediction of the development of Chinese economy. Private businesses experienced a lot of ups and downs during their course of rapid growth. The past two decades witnessed the growth and failure of many of them. While presently it is necessary and important to study the innovation in the marketing strategies due to the upgrading of position of private businesses in domestic economy, the responsibilities they bear and the challenges and opportunities they are confronted with.The economic boom goes hand in hand with the development of marketing theories, which directly influences the former. In Chapter Two, the rationale of marketing strategies is provided and McCarthy's 4Ps Theory and its expansion-7Ps Theory, Kotler's comparatively comprehensive 10Ps Theory and other theories of network sales which serve as the guidelines for private businesses at current time as well as the application of 4Rs in ICM are all elaborated.Chapter Three is about the operation features and marketing strategies of private businesses, which, together with the features of private businesses, are further discussed. The differences between private businesses and non-private ones are analyzed from the aspect of their ownership. The bottlenecks confronting private businesses are pointed out, which, if notovercome, directly link with their survival, let alone fulfilling their responsibilities bestowed by history. The innovation in the marketing strategies will, without any doubt, change and relieve the bottlenecks. Chapter Four is a case study. As an out-standing example of private businesses, the development of Shanghai Zijiang Group and its Zihua Printing Co, LTD. demonstrate the successful application of marketing strategies. At the same time, the unavoidable internal bottleneck of Zihua Printing Co, LTD. as one private business is also analyzed, In Chapter Five, several pieces of suggestion about the innovation in the marketing strategies of private businesses are put forward, which include: conducting on-service training which can genuinely apply the theory of service sales into practical work; cultivating high sensitivity demanded by the market; maintaining a harmonious relationship among all related parties like the clients, suppliers, subcontractors and so on, establishing strategic union to pursue high profit rather than expanding scale and consolidating internal marketing based on the ISO system which can promote the breakthrough of internal bottleneck.