Mitsubishi Motor Autonation (Shanghai) Co., Ltd.

PLC industry, as one of those with the most latent potentialities in our country, has been soaring in amazing speed. However, the problems like non-standard marketing activities, monotonous products, limited and duplicate promotion measures, marketing systems, ... have emerged with development of this industry and escalation of competition, which produce obstacles to enterprises' further growing and cast negative impact on overall development of the whole industry. The author of this thesis with his more than 10-year experience in this industry has explored the theories related to market competition and promotion strategies, and applied them to practical work, working out a perspective research of how to conduct marketing activities in the PLC industry.This thesis comes up with major measures to analyze environments for enterprise operation, lists out three basic competition strategies and looks into coherent relationship between them and different combined strategies for marketing. It carries out further research into surroundings, market characteristics, product features, and competence of Mitsubishi company; it suggests market positioning strategy, primary competition strategy planning and marketing measures combination for the company.This research has the following major achievements:(1) Effective marketing strategies are the key to enforcement of an enterprise's competence and dominant position in the market. These strategies are reached by no other means than detailed analyses of the enterprise's macro-environment and whole industrial surroundings, reflecting advantages and disadvantages of the enterprise, and activities of competitors; and implemented through scientific management and accommodating personnel arrangement.(2) PLC products form represent trend of the market, claim to be the country's "sunrise" industry, match government's policy orientation, and therefore have enough space for further development. As the regional leader of the PLC industry, Mitsubishi company has developed and implemented reasonably good marketing strategies, and made lasting progress in years.(3) Mitsubishi company interprets the marketing strategies into: precise evaluation of its position in the industry (it focuses on making agence sales of primary product -good skill and spread sales from the highest priority area "huannan/huadong/huabei" to the surrounding areas); building up objectives based on its strengths, combined with cost guidance and unconventional promotion measures; specific steps enhancing product strategy (product brand and types), pricing strategy, channel strategy and promotion strategy.