The Marketing Strategies Research Of OZS In China Branch

With China's accession to the WTO in December 11,2001,China's opening up of the industry ushered in a new stage,China's economy has entered a golden 10 years,the business of multinational enterprises has been rapid developed in China.The advanced technology and high quality products perfectly meet the fast growing domestic market demand,which brought from foreign enterprises,at the same time,domestic enterprises begin to imitate foreign products through continuously learning foreign advanced technology,absorbing advanced concept of international marketing management.Started from zero,begun small to large,and embarked on the road of independent research and development slowly,which has already formed a potential challenge to the similar products of foreign invested enterprises.OZS Company as the world's fourth power equipment manufacturing enterprises in medium and high voltage power industry,has also been rapid development in China's golden past 10 years.However,as China's economy entered into new normal,more and more domestic enterprises came into the power industry,which made the fierce competition between the power industry enterprises increased.OZS Company's survival and development in China has also faced new challenges.With analysis of OZS Company in current Chinese market environment,combined with its own technology and management advantages,to develop joint marketing strategy,will enable the company in an invincible position in the new situation of the market.This thesis takes the OZS Company's China branch as the research object,firstly,introduces the current marketing situation of OZS China branch,it includes the main customers,the detail analysis of main competitors.And find out the main problems existing in OZS Company as well as analyze the reasons.At the same time,a detailed analysis of the policy environment,economic and industrial environment,social environment,technical environment and other macro environment of OZS Company in China.Then,use the SWOT theory analysis to OZS Company's strengths,weaknesses,opportunities and threats,and makes market segmentation,target market,market positioning by project categories through STP theory for OZS China branch.Finally,based on the 4P theory,and put forward relevant improvement strategy as products localization and introduction of new foreign products,sealed bid price approval process improvement,active competition pricing,combination of direct and indirect marketing channel while direct marketing channel to big customer,service improvement,and customer service through long-distance network,according to OZS China branch's current actual operation situation,and also makes the safeguard implementation of those marketing strategy.So as to improve the core competitiveness of OZS branch of China,which makes OZS company to achieve sustainable development.At the same time,it is hoped to provide some reference to those manufacturing enterprises who has the similar type.