The Study Of Marketing Strategy Of Printing Machine Of SC Company

China is the largest producer and consumer of building ceramics in the world.However,Chinese ceramic tiles are in the middle-low level in the world.With improving aesthetic ability and consumption ability,Chinese customers have more expectations for ceramic tiles which force Chinese ceramics manufacturers to use new printing technologies.China building ceramics industry has the problem of high energy consumption,high pollution and high emissions.With continuous increasing of the government's efforts to protect the environment,ceramics manufacturers are forced to seek new innovations in printing technology.Inkjet Printing is the great development in building ceramics decorating field.Compared with traditional screen printing and roller printing,inkjet printing has the unique advantages.Since the first inkjet printing machine for ceramic decorating was introduced to China market in 2009,the development of inkjet printing machine has entered the mature period.This paper takes SC company as research object,analyzes its marketing situation and marketing strategy.First of all,this paper studies SC company's inner strengths& weaknesses,outside opportunities &threats.SC company in the ceramic decorating market has some advantages,but there are also some disadvantages.Overall the advantages outweigh the disadvantages.By using SWOT model,this paper concludes four strategies(SO,ST,WO,WT)for SC company.Secondly,by STP analysis method,this paper makes inkjet market analysis for market segmentation,selects target market and also makes market positioning for the target market.Thirdly,this paper provides SC company's marketing strategies of printing machine from four aspects:product,price,place and promotion.Finally,this paper makes proposal of safeguard measures from three aspects: human resources,marketing policies and corporate culture.This study will help SC's leadership understand the current difficulties and it will help to find marketing strategies to get out of difficulties and seek better development.Meanwhile the study has important reference value for companies in the same industry field.