Research On Marketing Strategy Of A Company Engaged In Compass Industrialization

Marketing as a planning and implementation activity, the process includes production, pricing, promotion and distribution activities of a product, a service, or an idea. The purpose is to meet the goals of an individual or organization. Due to the impracticality of marketing strategy, many companies can not keep constant development. To determine a suitable marketing strategy is of great importance for companies engaged in Compass industrialization. One of the common features in the industry is that people always regard "Relationship-oriented" marketing the most important tactic in marketing while neglect the implementation of marketing strategy and the combination of the tactics, which will bring the company into trouble.Satellite navigation is included in the "twelfth Five-Year" plan, future research and development of satellite navigation technology application will be placed in an important position, independent intellectual property technology becomes a priority. This paper is based on the research of GPS industry development process and Compass Industry status, analyses the theory, the method, the delivery and the effects of a company engaged in Compass Industrialization (Hereinafter referred to briefly/shortly as BD) by studying the marketing operation.This essay not only summarizes the successful experience of BD"s marketing strategies and business model, but also analyses the problems BD ever encountered. Ideas of enhancing independent innovation and differentiation innovation, industry alliances and other marketing concepts are proposed in this paper, the advice and suggestions for BD's marketing strategy will be a good support to the study of Compass Industrialization.The methodology of this thesis is mainly of case study. By seeking marketing mix elements and changes according to BD's own resource conditions and operating strength, try to find a good way to reflect the creation ability of the enterprise. The whole researching process combines both the qualitative and the quantitative analysis by employing the analysis tools of'BCG Model", "Michael Porter's Competition Theory". Five-force Model"."SWOT"and"4PS".The original achievements made by this thesis are as following:1. To provide a set of practical methods for companies engaged in Compass Industrialization2. To give suggestions on the methods to foresee, to solve and to avoid the problems in delivering marketing strategies3. The employment of a combination of analysis models and the propose of innovative ideas will provide useful and practical analysis template for Compass industrialization Marketing.