Small And Medium-sized Trading Enterprises Marketing Strategy Research About Electronic Component Market

Impacted by global floundering economy, the electronic industry boosts lack ofdriving force for whole2012. Moving into year2013, the global economy situation is stillunstable and filling with change: America finance status is facing huge challenge,European debt crisis becomes worse and worse, Chinese economy increasing step becomesslower etc. The winter of global Economy brings the quite uncertain for the developmentof industry. However; the new2013gives us the more expectation. Although, we don’tthink the global environment is good; but the emerging markets give us more hopeful,especially for Chinese mainland. The Chinese market is regarded of engine for boostingglobal economy; as the drive of two indicators. One is government supporting policy; andone is expanding Chinese mainland consuming. Many potential specific markets giveindustry new opportunities.All of above gives the trade enterprises more opportunity and challenges; which areactively in the electronic component market. As the small and medium-sized trading in theelectronic component market; they are under threatening of both global large tradingenterprises and local large trading enterprises. How to survive and move forward? It’s thehuge challenge for all of such companies.In this paper; the writer did the analyses according to the macro background and thedevelopment trend; as well the plenty experience of the writer in this industry. First of all;the writer did the analysis from macro-environment and micro-environment for electroniccomponent market. Then; did the evaluation for trading company internal and externalusing SWOT matrix; and found such company’s strength、Weakness、 opportunity&、threaten; finally; we came up with the market business tactics; like product tactics、servicetactics、 channel tactics、 promotion tactics. The following, the writer used APC as anexample; analyzed APC company’s current business tactics and related problem;as well asthe reasons. The writer pointed out his suggestion related current weakness or problems.Hopeful, this paper can give the reference to the company, which is under suchsituation.