Chenyu's Marketing Strategy Research

The paper study the Chenyu company which is an agent of card printing equipment. With face more furious market competition, how does the Chenyu company seize transient market opportunity? What does the company formulate the effective marketing strategy? These question will be the purpose and content of this parper.The paper is based on the theory of relationship. First analyze actual market situation of Chenyu company and the actuality of card printing equipment industry of financial. Then use SWOT model to analyze its market environment. From the analysis we can get the conclusion that Chenyu company should choose growth market strategy. And formulate following suggestion:1. Realize the market demands, improve the intenal managements to provide better serviee to the customer, then improve the customers’satisfaction, and build up long partner relationships with its customers.2. Integrate the intenal resources, build up its corporation brand. Adjust its current product combination, focus its ability to enhance the sales of its important products.3.Looking for external partners’ supports, such as the manufacturer’s supports, cooperate with its customers and dealerships, and even cooperate with its current competitors.Through above methods, Chenyu company could utilize all resources sufficiently, build up its advantage and develop its whole competency.