Study On Multilateral Marketing Platform For Traditional Science And Technology Enterprise C

Enterprise C, known as the large-scale science and technical enterprise in Machinery industry of China, also taking charge of the domestic technical focal point of metallurgical industrial equipment. Since the reform among the large state owned companies in China from 1999, enterprise C is much more focusing on the market demand rather than only following the orders from the government. The market’s invisible hand refreshing the company and bringing more market vitality within the enterprise than before. With the rapid growth of economy in China, enterprise C as atraditional science and technical enterprise, made a remarkable achievement. At the same time, it becomes the successful model of market-oriented reform among the domestic scientific research institutions.However, since the global financial crisis also impacts the global economy in the macro way, it increasing the contradictions of excess capacity in China’s economy. A few industries, for example, steel and building materials, occurred a large deficit, enterprise C which known as one of the rapid growing company, facing a “Bluff kind” sharp drop in their performance. Can enterprise C survive from the global financial crisis? Can it maintain its growing under this situation? It seems that history once again throwing this enterprise at the crossing of the road.Two kinds of methodology have been used to analysis the recent situation of enterprise C in this article, they are SWOT analytical approach and Porter’s Five Forces Model. These two approaches consider the factors like macroeconomic, industry orientation and enterprise ecosystem; analyze market environment and relative competitors. In the end, discover the main sticking point in the further development of enterprises. As the conclusion, this article finds out the market form has changed from the investment market which dominated by the past large project construction, into "niche" market which be characterized by decentralized and local normalization. As for the traditional marketing way is no longer suitable for the new changes in the market.Based on the case study of enterprise C, this article investigates a new though of building multilateral marketing platform from the perspective of enterprise platform strategy by using the long tail market theory and the theory of blue ocean strategy. The multilateral marketing platform is able to cope with new market changes. It can positively impacts the competition between enterprises, triggers new network externalities, generate new crossover market and the “profit pool”. According to the results of the study, designs a multilateral marketing platform model for the enterprise C, and puts forward the basic rules for the operation and implementation strategy of the platform.Establish a multilateral marketing platform is not only an effective choice for enterprise C to get out from the dilemma, but also a key step to win the new round of market competition. As the recent situation of Enterprise C and its difficulties is very representative, this paper believes that the research of enterprise C’s multilateral marketing platform is very significant to other enterprises in this field.