The Marketing Strategy Study Of Qinhuangdao Fulianjing Electronic Co.,Ltd

On the influence of the market volatility in domestic and international markets,thermoelectric cooling industry being rapid growth in the past begins to be slowdown witha recession in demand. Industry competition is becoming increasingly fierce. Productmarketing has increasingly attracted attention, and become an important factor affectingthe development of enterprises. The article take Qinhuangdao Fulianjing Electronic Co.,Ltd as research object to formulate the marketing strategy suited for it’s character throughreference method, expert interview and qualitative analysis method, so as to helpenterprises to improve it’s market share, improve profit margins for the purpose of gettingcompetitive advantage in the thermoelectric cooling industry. The research result of thisarticle can reference for other thermoelectric cooling manufacturing enterprises,effectively improve the level of marketing of Chinese manufacturing enterprises ofthermoelectric cooling industry, and promote the prosperity and development of Chinesethermoelectric cooling industry. The research provides strong theoretical reference andpractical guideline to small and medium enterprises in order to help them deal withcompetition and challenge in the background of globalization.Firstly, the article systematically described the research background, significance andthe present research status, and laid the basis for further study of the article. Secondly, themarketing situation of Fulianjing Electronic was described, with the application of thetheory analysis of macro environment and Porter’s five forces model on the company’sinternal and external marketing environment. On this basis, the article use SWOTqualitative analysis model to determine the decentralization strategy taken in themarketing process. Thirdly, the article formulated a marketing concepts, objectives,emphasis through designing marketing strategies. Using STP method to be sure the targetmarket, the article design the4Ps with the focus of product and price. At last, from theperspective of culture and value chain, the article proposed the safeguard measures formarketing strategy implementation that included the main business optimization, auxiliarybusiness optimization, cultivation of enterprises culture.