| Analytical instrument industry is the origin and major component of the information industry. Acting as a bridge among different sub-industries, it has become a new driver to the development of national and regional economy and has been the focus by various nations worldwide.With the further progress made in the economic globalization and economic integration, Chinese analytical instrument industry has been introduced to unprecedented opportunities and challenges. On one hand, domestic companies are faced with problems in management, R&D and human resources and we are less competent to developed countries in terms of marketing strategies and execution. On the other hand, the rebuilding, adjustments and improvements in marketing strategies are crucial in increasing companies' competitive power and has become an effective approach of enhancing the overall strength of Chinese instruments industry.This article studies a reprehensive company in the instruments industry, RD Corporation. Through investigation into the company's internal strength and weakness, research on its external opportunities and threats and analyses over its current market situation, this article has identified issues regarding RD Corporation in terms of its marketing strategy, marketing structure, branding, marketing channels and overall management and control. This article also discusses the appropriate global marketing strategy to be implemented in RD's future operation and the corresponding improvements to be made in product introducing, pricing, channel building, promotions and marketing structuring. To ensure the effective implementation of marketing strategies, RD Corporation shall focus on the developments in marketing structure, marketing team, corporation culture, performance assessments and planning & oversight. The successful result for RD Corporation in branding, marketing and stable growth shall become a perfect example to the health development of Chinese analytical instrument industry. |
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