Research On Strategy Of VSL Marketing Promotion

With the rapid development of local enterprises in the field of environmental and industrial measurement in China in recent years,businesses of some foreign-funded enterprises are constantly threatened,they are faced with challenges from local companies in terms of price,channel,service and so on.As a global leader in environmental and industrial measurement,VSL’s adjustment and improvement of its marketing strategy are extremely urgent.As an employee of the Marketing Department of VSL,by taking this company as an example,I hope that I could better contribute to solving existing problems and finding opportunities to develop markets through research and analysis of the marketing strategy,thereby improving sales performance and maximizing the enterprise benefits.By collecting and analyzing marketing data of VSL in recent five years,combined with the present situation and living examples of the marketing strategy of VSL,this article adopts SWOT Analysis and Porter’s Five Forces Model to conduct concrete analyses of this company and its competitors,thus existing problems and corresponding solutions have been found,which contributes to the realization of the strategic goals of VSL eventually.Through the analysis in this article,I think that VSL should focus on the following aspects in its marketing strategy: 1.Strengthen the research and development of middle-end products,and improve the efficiency of R&D;2.Colleting end user information through different channel and improve the knowledge and skills of marketing members;3.Re-brand positioning of the middle end products,and highlight the advantage of cost efficiency;4.Strengthening the marketing promotion to the new target markets through a variety of marketing tools.