A Study On Marketing Strategy On Famous Authorized Prints Of Nanning BYX Co., LTD

Owing to the advancement of market economy, the copied artwork market enjoys unprecedented opportunities. How to take advantage of the famous authorized prints, a typical form of copied artwork, is a subject on which the operators should study. The exploration of expanding the regional market of copied artwork not only requires endless efforts but also will confront numerous challenges.This paper conducts research on the famous authorized prints of Nanning BYX Co., Ltd and the author thus adopts the marketing strategy of this company on the basis of marketing theories. This thesis consists of seven parts. In the first part, the background concerned, writing intention and methods of research are interpreted. In the second parts, marketing problems facing the companies will be analyzed according to the current marketing strategy. In the third part, the author combines the analysis of external environment as well as the internal condition with the SWOT analysis to make the proper marketing strategy.In the fourth part, the target market will be found by the market segmentation. In the fifth part, this paper deals with the market mix through the above analysis. In the sixth part, the related countermeasures are provided based on the need of marketing strategy.The author puts forward suggestions in different aspects. The company should formulate the following strategies:products strategy such as enhancing products value in terms of three levels:the core level, the physical level and extended level, price strategies involving the unity of price system, the stress of discount management, the increase of price layers, the adoption of Portfolio pricing and difference pricing, sales strategies such as advertising, personal selling experiencing promotion and public relation, distribution strategies including the mix of the conduction of direct selling, indirect selling, brand strategy such as the improvement of qualities of products and services, application of company image identification system, reposition of image of brand and the firm with the proper allocation of employers, organization and policies system. All the strategies mentioned above are of vital importance for Nanning BYX Co., Ltd to expand the copied artwork market in Nanning and achieve the sustainable rise of the sale performance. The conclusion has certain reference value on how to make marketing strategy about other copied artwork on regional markets.