Marketing Strategy Design For Enterprise In Start-up Period

With the diversified and rapid economic development of China, there began to emerge lots of innovative companies, according to statistics, in2012China innovative enterprise proportion has reached11%of all. These innovative enterprises are at the start-up stage, so they lack of strategic thinking in business planning, product positioning, management operation, too thick line business operation also stops them from adapting to market changes in the development to a certain extent, especially difficult to continue its marketing strategy, which reflects the insufficiency of start-up enterprises in the marketing strategy design. Without appropriately designed marketing strategy, it will react to the enterprise development. There will not be any harmony between the enterprise and the market, and thus ultimately the company can only be forced out of the market. In this paper, based on the example of S textile technology company (hereinafter referred to as S for short), we research on how to design a reasonable marketing strategy for start-up technology companies to enter the market and gain market share.In this study, the first chapter introduces the research background, significance and purpose, clarifies the arrangement structure of each chapter, and reviews the domestic and overseas research achievements in this aspect. The following chapter reviews relevant theory from the STP marketing elements, marketing combination strategy, product value theory as well as green marketing theory. The third chapter describes the present situation of S company and its products, based on existing marketing strategy, points out the problems to be resolved. Through market segmentation and target market selection, the fourth chapter help S company to adjust its market positioning by being committed to the middle and high income leveled18-65years consumers that having the autonomy to the purchasing power. S company should provide various category of towels and underwear with extending functions for them. At the same time, it also should become supplier of high-end textile or decorative accessories for various manufacturers. S company’s market positioning is a new eco-friendly textile material. To stable its position, not only its product brand but also its technology brand should be built to be unique with all efforts. In the fifth chapter, the paper puts forward the optimization design of marketing mix strategy from the four aspects of product, price, channel, promotion in order to S company obtained rapid development and stable profit in initial stage, which has laid a solid theoretical foundation.