Study On Marketing Strategy Of Knowles Corporation In China-Customer Satisfaction Perspective

In recent years,with the growing attention to voice call and voice recording quality in the user experience,more and more mobile phone manufacturers have raised new requirements to the performance of microphone,which unfolds a great potential to the MEMS microphone technology and enables rapid development of the MEMS microphone market.Knowles Corporation is a global leading provider of acoustics and audio technology,with MEMS microphone as one of the company's main product lines.In 2002,along with the company's first MEMS microphone mass production and adoption to the commercial market,Knowles entered into China market making MEMS microphones very popular in the application of domestic digital communications products and earned a high market share.Yet,with more and more piers companies into the China market in recent years especially those local ones,which has tightened the competition of domestic MEMS microphone market making it increasingly fierce,the market share of Knowles has inevitably declined from 100% to about 50%.Over the years,the gap of technology among competitors has been narrowing down,the product homogeneity is getting more and more critical.Under such circumstance,the general 4P marketing strategy has reached its limitation to maintain Knowles' market share,which has made it the top priority for Knowles to carry out new research,lay out and implement marketing strategy as to further enhance the customer satisfaction.To serve this purpose,this paper will be in a monographic study fashion to diagnose those related problems in the marketing strategy of Knowles China in total 6 parts.The first part introduces its research background,theme and significance,and expounds the research content,methodology and technology roadmap;the second part introduces the theory of industrial marketing and customer satisfaction as well as the status quo of domestic and international marketing research;the third part analyzes the existing problems and its root causes that Knowles China Marketing is facing;The fourth part elaborates the optimization of marketing strategy of Knowles China;the fifth part introduces the implementation and safeguards of Knowles China ‘s marketing strategies.The sixth part draws the conclusion of the thesis.As Knowles is facing the situation resulted from increasingly severe competition and gradually decreased market share,this article firstly elaborates the development of MEMS microphone industry as well as review of the general research situation about industrial marketing and customer satisfaction,proposes research ideas and methodology of this article;With the help of customer surveys and interviews,especially from Key accounts of mobile phone industry,diagnose the main problems of marketing and the dissatisfaction of customer;With the combination of the Customer satisfaction management theory,STP theory as well as Potter five forces model to implement marketing segmentation for Knowles China,to further seek the new opportunity with the applicable product features positioning & choose the target market;meanwhile it also analyzes the internal and external environment of Knowles China to develop appropriate marketing strategy as to enhance the market share and revenue of MEMS microphone.Through these detailed analysis and discussion about the marketing positioning,marketing combination strategy and relationship marketing strategy,this paper suggests a marketing strategy which is more adaptable to the characteristics of domestic market,which not only strives to improve Knowles' current marketing situation and enhance customer satisfaction in China but also benefits to the market share increase of Knowles MEMS microphone to eventually achieve a sustainable and stable growth of the Knowles' revenue in China.At the same time,it also provides a reference to the piers companies regarding the optimization and Implementation of marketing strategy.