The Marketing Strategy Analysis Of Crane China In Power Industry

China begin to procure imported valve in Power Market since Last 80’s, with rapid growth of china power industry in recent 10 years, more and more international valve company involve in China Power business, bringing hi-tech and quality products as well as innovative sales management, and marketing concept. As a global valve designer and manufacturer, Crane experienced 17 years in China market.This article firstly gives a short introduction to Crane Company and imported valve market status in power industry, which also indicate its market situation、sales goal and current challenge in china power market.Then, from exterior environment, PEST analysis give out the features of China Power market, and STP analysis give a direction of market positioning. Firstly, this section give a detail description of segment market. then, the thesis evaluates the importance of each segment by three aspects:market potential and prospective, constructional attractiveness and matching level with company resources and objectives. With the tool of value assignment,the thesis simply ranks the importance of each segment and then fixes the target segment correspondingly to support Crane China sales policy in China power market.Also, the SWOT factors are analyzed to the targeting segment market, in connection with Crane Company internal resource and status, the article developed the Crane China internal advantages and disadvantages, same as external opportunities and threatens, it provides the foundation for the Crane Company sales policy.Finally, basis on the 4Ps and 4 Cs marketing theory, sales market policy and marketing matrix is given to power market, and resource and supporting is also suggested to company.