Marketing And Sales Strategy Research On Comix Office Equipments

Honored as "China’s Largest Office Stationery (Folder) Manufacturer", Comix was founded in1991and after two decades of efforts, has now become China’s most powerful office supply enterprise with integrated capacity in research, development, production and marketing. Comix has been a well-known brand in the industry. It has been honored as "Top Ten China Stationery Brand" for7consecutive years, and was awarded as "Best Seller Brand in China" and "First Folder Brand in China" in2007by China International Famous Brand Association and the Commerce Association. Its trademark was recognized as "China’s Famous Brand" in2008.Since joining WTO, with the rapid economic development of China, the stationery industry has also grown rapidly. The competition among stationery enterprises is also increasing, the problem of product homogeneity in office equipments becomes more series and there’re more and more price wars. Meanwhile, the consumer demand for office equipments shows the trend of high technology and personalization. Therefore, it is very important for the enterprises to study the marketing strategy in target markets, segmented markets and oriented markets. With the marketing and sales strategy of Comix office equipments as its research target, the paper has studied the stationery industry in China systematically in order to understand the law of development of China’s business market.There’s detailed description of the background of the research topic choice and the research status and purpose in this paper, as well as its research approach and structure arrangements. A variety of strategic analysis tools are adopted in this paper including the theory of market analysis, the target marketing theory, the market positioning theory, the SWOT analysis tools and the combined marketing theory of4P,4C,4R. The paper also introduces in details the history of the office equipment market of China and its development status, analyzes the impact factors of China’s stationery industry, and makes a reasonable division of the office equipment market in China. In addition, with combination of Comix’s development process and the use of SWOT analysis tools, the paper gives a detailed analysis of the office equipment market and lists the three main competitors of Comix-Comet, Deli and Sanwood. Finally, the paper introduces the marketing and sales strategies fairly adopted by Comix based on its current resources and the proposals from the author for the further development of the office equipment market of Comix based on his years of experiences working with Comix and studying in this industry.The paper is divided into five parts, of which the first part is the Introduction, introducing the background of the topic choice, the research status and purpose in this paper, as well as its research approach and structure arrangements. The second part is the analysis of the history and the current situation of the office equipment market in our country. The third part is the analysis of the current situation of Comix. The fourth part is the introduction of the marketing and sales strategies of Comix and the proposals from the author. The last part is the overall summary of the paper.The paper combines the marketing theory and the practice organically, taking the actual status of Comix into consideration, thus has explored an effective marketing approach for Comix for its practical application in the future.