Marketing Strategy Study Of China HP Industrial Clients

Recently, as the process of informationization accelerates, all industries in Chinahave increased informationization level. There are increasingly more competitions. Inthe meantime, the emerging and spreading of new information technologies and newproducts intensified these trends.Actively engaged in China market, Hewlett-Packard (HP), one of the most well-known information technology companies, is dedicated to providing a wide range ofproducts and services ranging from digital imaging, printer, software, computermanufacturing to information consulting. With the fast growing information market inChina, HP faces a challenging situation, which is, how to build a more effectivemarketing strategy to optimize existing markets and penetrate into potential marketsbased on its existing advantages. In particular, for the promising market of industrialclients, it is an important issue pending to be solved by HP to formulate practical andeffective marketing strategies. This article focuses on the above issues and is expectedto contribute greatly to HP’s practice in development of industrial client market.In accordance with the desktop analysis and the application of Market Segmenttheory by Philip Kotler, Product Life Cycle theory by Raymond Vernon, and otherrelated industry marketing theories, this article meticulously assessed HP’s situation andcurrent status of industrial clients marketing, with the focus on the status of HP’sproducts,marketing and competitors, and arrived at a marketing solution for HP’sindustrial clients.First, starting with the basic marketing theories, this article emphaticallyanalysed the macro and micro market environment, and studied in details themacroeconomic and technological environment HP facing. And it discussed in detailsthe current situation of IT industry and HP in accordance with the Product Life CycleTheory and Industry Evolution Theory, and clearly pointed out HP’s competitiveadvantages in management and brand image.Second, according to the Market Segment and Positioning Theory and thecharacteristics of industrial product marketing, this article analysed in details the current situations of HP China’s industrial client market, its competitors and channels, andexplained the crucial reasons of the above situation..Lastly, with the theory of industrial marketing, this article provided concrete andpractical solutions to HP’s marketing strategies of industrial client market. In terms ofproduct, HP should increase R&D and product innovation effort and enhance itscompetitiveness in software development. In terms of industrial marketing, besidesemphasizing the sales strategy of industrial key accounts, HP should strengthen itsexpansion strategies of small and medium customers. In terms of channel, HP shouldoptimize existing distributor structure; increase the number of distributors withcapabilities to provide solutions and system integration, and strengthen the training todistributors staff, in order to achieve better marketing results.