Marketing Strategy And Tactic Analysis Of Zecheng Company

ZECHENG automatization-equipment limited company is founded in2008, and its two product series can be seen as follows:the leading product series is battery automatic equipment for cell core process aim to lithium cell back end assembly technology, then promoting its annual turnover overcome10000thousand RMB. What the others product series is motor automatic equipment for improving efficiency and reducing cost, and its annual turnover has been reached3000thousand RMB.In thesis, what the first theory to analyze company’s external environment is PLETSC model, then the external market environment is researched through Michael Porter’s Five Forces Model and Industry life cycle theory, and the current market competitive position of company is highly studied. It is the SWOT Model to analyze external environment and internal conditions of company before select the marketing strategy. Combined with above analysis, marketing strategy is eventually analyzed and designed through4P combination theory.What the verdict of thesis is battery automation equipment industry is in the stages of rapid development and brand concentration, and Zecheng need to combine the internal character and external environment trait to find the adaptive marketing strategy, then consolidate and improve its core competitiveness.