Market Orientation And New Product Marketing: A Case Study Of PanYu Lafe Technologic Company

New product market in our country had been a sale market for a long time until 1980s. Marketing mechanism had not been formed and people had no new product marketing concept in our daily operation then. Since 1990s, accompanied with globalization and opening up to the outside world, more and more foreign capital enterprises have entered our country. Under situation of quick globalization and having been a member of WTO, it's inevitable that the monopoly market be broken, market share re-shuffled, customers recombined, more and more competition introduced among companies. Therefore, conducting the research to the new produce market is an essential issue that we shall face inevitably.The author collected and analyzed cartridge data storage market when implementing theory of market orientation and new product marketing, defined a hit target based on accurate market position after analyzing external and internal marketing environment of Lafe. At the same time, the author interpret Lafe marketing strategy: optimize organization to meet marketing orientation requirement, establish Balance Scorecard system, price strategy, quality control strategy. He propose solution according to identified root cause of main difficulty which appears in marketing process. The purpose of these theories is to emphasize new product market concept, improve market strategy to a higher level, as well as to expand market share, promote core competitive power to have sustainable development.What is advocated herein is that the new product market is a systematic project. Market orientation and customer satisfaction should be the focus. All staff and operators should be trained with market concept. The strategic plan should be all-round to meet enterprise's development goal and should be adjusted according to resources and the environment situation. Further more, the market strategic should be flexible, adaptable to actual status. At the same time, defining a procedure for information feedback and risk analysis is an essential process.