The Application Study On New Marketing Chnnels Used By A Company, Agent Of Specal Chipsets In Chinese West Marekt

Since Chinese central government implemented the Western Development Strategyin2000, the whole economic growth of western China has been accelerated greatly.With the rapid development of more than10years, the position of Chengdu as theleading economic powerhouse in western area has been consolidated further. Theindustrial chain of IT researching, developing and manufacturing, logistics and servicesin Chengdu are getting healthy and complete. In such a huge market with abundantbusiness opportunities, agents of specialized chipsets have to thinks of several issues:how to find out prospects, how to do marketing well and reach marketing goals. Theanswers for these questions are basically blank and need more research and empiricalsummary.Started with the company A of specialized chipset agent, the author makes full useof analytical methods and basic knowledge on marketing. First of all, the authoranalyzed the macro marketing environment of Chinese west by using GPEST method.Secondly, besides of classic5-force model proposed by Michael Porter, the authoranalyzed the6thforce, i.e. the power of government as a novel6-force model withChinese characteristics to make a brief conclusion about how the industry of specificchipset agent runs. Then, the author dissected the strengths, weaknesses, opportunitiesand threats of the A company by SWOT analytical tool and at the last of this chapter, theauthor dug out the core competence of the A company. Fourthly, for the CVM, a chipsetcompany, the author analyzed its supply chain, its SWOT and segmentation, targetingand positioning of its networking chipsets by STP method. Based on all analysis above,the author summarized the marketing strategies and tactics of the A company in Chinesemarket and Chinese western market respectively, and latter, how the A company utilizes4P,4C and4R in the real marketing scenarios.With the popularity of broadband networking, particularly mobile networkingtechnologies, and the constantly decreasing of smart phones’ price, the new marketingchannels and ways have been emerging and evolving, for instance, IM marketing,Microblog marketing, WeChat marketing, Social Media marketing and the like. Theauthor introduced them one by one in detail. What’s more, the author introduced howthe A company take the initiative to put them into practice in the Chinese Western market and what the full procedure is, particularly Microblog Marketing, SocialNetwork Marketing and WeChat Marketing. Moreover, the author compares the newmarketing channels with conventional marketing channels, and analyzing the differenceand relationship between social networking marketing and new marketing channels.At last but not least, by using3quantitative parameters, i.e. the number of totalcustomers, the number of on-going projects and the total revenue by quarter, the authorvalidate the effectiveness of new marketing channels by monitoring their changes withthe implementation of these new marketing channels. Conventional marketing channelstogether with evolving new marketing channels will bring up the optimal marketingcombination for special chipset agents, boosting their marketing effects. Doing so willnot only promote the professional marketing career of the author, and also help andbenefit others, marketing the similar special chipsets in Chinese Western market,enormously.