Research On Sales&Marketing Strategies Of Kyland Technology Co.,Ltd.

Kyland Technology Co., Ltd. was founded in2004, mainly engaged in independent research&development and manufacturing of industrial Ethernet Switch. Kyland has a number of patented technologies, Kyland products have been deployed in many national key projects. Kyland went public on ChiNext in Sep.27,2012(Stock code:300353).However, along with the development of industrial control communication industry and the maturity of industrial communication technology, the market environment of industrial Ethernet switch is changing, the market is more and more sub-divisible, the technical barriers is lowering, the market competition becomes more and more fierce, and the market is changing from Blue Sea to Red Sea. So, facing the coexistence of opportunities and challenges in industrial Ethernet switch market, it is very important to analyze the marking strategies and find out existing problems based on the overall strategy of the corporation.The author uses the mature marketing theories:the market segmentation and positioning theories, market competition,7P’S,6CS,4R, SWOT analysis methods to deeply analyze the industrial communication market, and analyze the advantages and disadvantages of Kyland company, and according to company’s actual production and operation conditions and its financial data, propose some targeted marketing suggestions and strategies for Kyland. So, how to locate an acute market position by market analysis and how to adopt proper marketing strategies according to the advantages and disadvantages of the company, to realize the company overall strategy becomes the main problem we study in this paper.The paper provides more practical references on marketing strategy establishment and adjustment for Kyland. Combining actual conditions, this paper discuss how to establish strategy based on the internal and external environmental factors, and propose the marketing strategy implementation suggestions for Kyalnd. This paper is also a reference for the company which faces the similar market environment and competitive conditions.