Research On Marketing Strategies Of R Company's Steam Oven

With the rapid development of economy, food equipment industry faces new opportunities for developing. But global economy was confronted with a turning point while financial crisis broke out in 2008; uncertainty elements increase in domestic and international economic environment, food equipment industry is up against new opportunities and challenges. In this condition, products are becoming more and more homogeneous, and the competition is becoming increasingly fierce. The enterprises will be caught in the vicious cycle of competition if the there is no innovation or improvement in the marketing strategy. As a company which already been in Chinese market for about five years,professionally producing and selling steam oven, R Company must analyze its marketing situation and existing problems seriously, making good use of its own advantages, grasping the development opportunities, facing the threat actively, and then formulating and developing the corresponding marketing strategy, in order to gain a firm foothold and development in the fierce competition of Chinese market.This paper takes R Company's marketing strategy as the research object, basing on the actual situation of R Company, the paper use marketing theory knowledge and SWOTanalysis methods to study current marketing strategy of R Company. By analyzing the internal and external environment of R Company, as well as opportunities, challenges,advantages and disadvantages it faces, the paper try to find out currently problems of R Company, then using marketing method of 4Ps, from the aspects of product, price, place,promotion, to make improved measures of R Company's marketing strategies, including strengthening brand construction, improving pricing strategy, consolidating place management, enriching promotion methods, as well as establishing good and lasting partnerships with customers. Finally, the paper proposes guarantee measures for implementing marketing strategy of R Company. This paper has certain guiding significance for improving R Company's marketing strategy, and also has certain reference value to the other enterprises in the same industry.