Study On Marketing Strategy Of Adhesive Products Of WLC Company In The Pearl River Delta

In 2008, the financial crisis swept the world, as the "world factory", China was facing huge crisis and challenges, especially in the Pearl River Delta which was the forefront of reform and opening up, was also facing the hitherto unknown pressure. In 2013-2014, electronic industry of mobile phone touch screen went through a new round of reshuffle, gave the slow economic growth another barrier. In such competitive environments, how could the enterprises talent showing themselves, how could the enterprises improve their competitiveness, how could the enterprises change their marketing strategy, has become an imminent problem.In this article, combined with working experience in WLC Company for many years in the marketing department, it uses SWOT to analyze market environment in the Pearl River Delta, and identifies current market opportunity and threats. At the same time, it analyzes the internal strengths and weaknesses of WLC Company and identifies current problems. In addition, the article uses STP to analyze the adhesive products of WLC Company in order to segment of the market, selecting and positioning, then it can identify the target market. Combined 4P and relationship marketing theory, the article proposes marketing strategy about WLC Company, and proposes the implementation and suggestions of marketing strategy.The author takes the marketing and relationship marketing as the theoretical basis and WLC Company as the research object, through the actual investigation and problem research, and proposes solutions, which has guiding significance for adhesive products’ market development in the Pearl River Delta. At the same time, the author hopes that this article can have certain reference significance for the marketing strategy of other industrial material such as chemical and small electronic components etc..