Study On The Market Strategy Of Private Enterprises In The Intelligent Balance Car Industry

Chinese economy has been growing in a fast track and the management level ofprivate companies improves at the same time. However, the deficiency of thosecompanies’ soft skills and facilities constrained its development. Many private companies,especially those emerging medium and small sized ones, put more focus on the marketingstrategy instead of generating proper strategies for the long-term growth. This paper willtake PAUKOOL, a company producing intelligent balance car, as an example. By doingresearch on its marketing strategy, this paper aims to propose a general module for thelong-term development for emerging companies in new industries. The conclusion will bepractical when applied to improving the strategy and it is also a meaningful try to apply themarketing strategy theories in a given industry.This paper begins with an introduction to the research background, research purposeand research methodology and defines the research topic and key concepts. It then analysesthe major problems in the marketing strategy of PAUKOOL on the basis of strategymanagement theories and PAUKOOL’s situation. Those major problems are its insufficientproduction capability, lack of media and high level managerial talents, and outdatedbusiness model. Different analysis methodologies have been used in this paper, such asPEST, SWOT, competition theories. After that the paper makes a proposal regarding itsmarketing strategy. Based on the above analysis, this paper concludes by listing severalkey points for PAUKOOL’s marketing strategy plan: brand, complete sales system, betterbusiness model in order to make PAUKOOL more competitive in the market.