Study Of Marketing Strategy For FuHua Company In China Market

The huge market capacity in China attracts enterprises from all over the world to participate in the competition and some of them have achieved great success in the Chinese market and some of foreign companies are experiencing the difficulties of shrinking or even withdrawing from the Chinese market.It is very beneficial to develop the business from the perspective of marketing strategy.Under economic globalization,China' electronics industry occupies a very important position in the world and the electronic product become smaller and precision and more integrated functionality but the price are continuing to go down.The electronics industry itself is global competition,the pressure of technical evolution and price downward adjustment has been conveyed to the link of its manufacturing and testing.It means that every country test probes supplier are facing opportunities and challenges in China market.How to grow and expand its market share in test probes industry and obtain high speed development in the severe competition circumstances in China for FuHua company is its core target.The thesis analyzes current marketing situation of FuHua company in China market and explores to develop a set of marketing strategy adapted to China' market competition in order to realize high speed development.Based on the marketing strategy theory: STP(Segmenting/Targeting/Positioning)and 4P(Product/Price/Place/Promotion)and doing marketing research to find problems through talking with its employees about its market situation and ultimately build new marketing strategy that drives FuHua company growth.The conclusion is that Germany FuHua company should research and develop segmentation market and also launch medium and high end product to meet the market needs.To set up reasonable and competitive pricing to cope with rival' competition.Strengthen the channel management in China.To shorten the lead time and enhance sales strategy.This thesis could be a reference for companies in related fields.