Study On Marketing Strategy Of Cleaning Equipment Industry In China

In the background of economic downturn of European countries, China cleaning equipment market continues to grow steadily. More and more cleaning equipment manufacturers hope to further seize the Chinese and other emerging markets, in order to avoid the decline in sales. With the rise of more and more Chinese cleaning equipment enterprises and entries of foreign funded enterprises, the competition of cleaning industry is increasingly fierce. In the fierce competition, how to improve the competitiveness of cleaning equipment companies and increase sales in China? Based on marketing theories, this thesis centers on this question, and analyzes the new competition environment and challenges that N company as a leading cleaning equipment supplier is facing as well as its weaknesses and strengths, and proposes corresponding adjustment countermeasures from the perspective of marketing strategy.This paper firstly introduces the research background, problem and purpose of the study, as well as and the research methods and thesis framework; then related concepts and theories such as PEST analysis model, STP marketing theory, 4Ps Marketing strategy are reviewed; In regards to case study, a brief introduction of N company’s overall operating performance is made, and the problems with the domestic marketing is discussed, such as channel management issue ect.; then according to the theory and analytical tools, the dissertation analyzes the root causes to the problems from the perspective of the external macro environment, competition environment of the industry, and marketing mix. At last, some suggestions for improving the marketing strategy are put forward for N company based on the problems and their possible causes discussed, including but not limited to focus on mid-market and setting up a separate distribution channel for mid-end products etc.Current research on the cleaning equipment industry is relatively not so adequate, so this paper on the basis of previous research findings attempts to provide some tentative guidelines in terms of marketing strategy for those who want to take a bite of China cleaning equipment industry market through theoretic study and practical operation.