Research On China Marketing Strategy Of American EB Company

With the improvement of people's living standard, private vehicle population keeps on increasing. Vehicle becomes the private space for both recreation and entertainment, which pushes many new car mounted electronics products in market to meet the individual demand of consumers. Car electronics products market will be an important replacer when electrical consumer market getting weak increasing. At the same time, as while as the controlling demand deepens to equipment demand of car electronic products, the global market size is increasing to billion level. The estimation of China market for car mounted electronic products will reach 0.12754 billion RMB in year 2016. As a new member of car mounted electronic product family, Radar Detector market is growing fast in recent years. More and more enterprises enter this industry, the competition on radar detective market in China is getting harder and harder.This thesis investigated China marketing strategy of EB(one radar detector brand from U.S.), based on study on its' marketing activities in China. According to marketing theory, the internal and external environments of EB were analyzed firstly, including politics, economy, society, technology etc macro environment analysis and international and domestic environment analysis. In addition, this thesis used PEST?Potter's five forces model etc analysis methods and tools separately. And then SWOT analysis was used to make objective evaluation and analysis for its strength, weaknesses, opportunities, threats of a company. According to STP analysis and actual situation, the market segmentation, target market selection and company market positioning are definite. Based on 4Ps theory, the whole analysis and research were applied to EB company. The marketing strategy portfolio consists of product, price, channels, promotion were suggested. Finally, in order to ensure the implementation of marketing strategy with effectiveness, the supports and conditions for guaranteeing the marketing strategy were proposed in marketing team building, performance management and related department cooperation aspects.This study has a directive function in optimizing EB's marketing strategy. It is also of certain valuable reference in guiding similar companies to penetrate into the domestic market.