High End Equipment Marketing Stratedy Study In China

With China’s role in international market become increasingly important， Chinamarket becomes the focus of overseas Multinational Corporation，there are increasingnumbers of Multinational Corporations through joint venture or sole proprietorship asunique economic entities enter into china market. Although the original objectives of eachcompany’s investment decision are not the same，but mostly with its mature internationalmarketing experience, creative marketing concept and advanced technology，combinedwith the specific characteristics of China’s market，they have created miracles in china.China market is very broad, complex with variations and very competitive, theMultinational Corporation as foreign competitors， to survive in an culturally unfamiliarenvironment，hey must make full use of their advantages to convert their marketingstrategy to their core competence. This paper mainly studies the marketing strategies ofhigh-end equipment in the Chinese market. Through the study of this paper in the scopeto solve how the high-end equipment in the Chinese environment to make effectivelymarketing strategy and sales activities.This paper will review the relevant theories for industrial marketing; specificallyintroduce the Key Account marketing theory and key in hand industrial marketing theoryto discover the applicability and limitations of various kinds of marketing theory. The logicthinking and distillation process will help the author in this paper to better research ofspecific niche and to better explore the combination of marketing strategy. with Acompany as a case study，this paper will analyze the China’s high-end equipment’s marketmacroeconomic environment， market characteristics and competition environment， withthe SWOT analyze method，will have a further study of the company’s operatingenvironment， finally obtained from cross matching of SWOT matrix S+O growthstrategy，W+O reverting strategy，S+T operational strategy and W+T defensivestrategy.In the end，the author has constructed a Key Account service marketing strategy withdetailed5aspects and finally elaborated6detailed measures for putting these strategiesinto practice.