A Study On The Marketing Strategy Of A Foreign Aquarium Infrastructure Company In China

Building a world-class aquarium is not only an opportunity to make a profitable and exciting investment,it creates an experiencing centre that is capable of inspiring,educating and thrilling thousands of visitors for decades to come.Company A is an Australia Aquarium Infrastructure Company,it started the business in 1997.For more than twenty years,Company A's focus has been on pioneering the techniques and technologies required in designing and building ever more inspiring,enlightening and sustainable aquariums all over the world.In the case of this study,there are existing issues as follows that need to be addressed.1.What is the current aquarium infrastructure market status in China?2.In the case of this study,what are the shortcomings on marketing strategy of the company?3.How can the company improve its marketing strategy in China and what type of marketing strategy suits the company?The research focuses on company A's aquarium infrastructure business development strategy in the Chinese Market.With the enhancement of the aquarium and ocean theme park demand,aquarium projects are on demand in China,especially in major cities.Compared with other projects,aquarium specialty work projects still have high profit.More and more construction companies and installation companies transfer part of their business to this niche market.What company A faces is not only existing competitors but also this kind of new competition in the Chinese market.The research will analyze the market situation,find out existing problems,and offer methods to improve company A's marketing strategy.The Segment-Target-Position theory is the basis of this research.At the same time,Dunning's Eclectic Theory of International Production would play one of the most important roles in it.Evaluating the effects of this industry's leading player,the author tries his best to analyze company A's current problems while exploring overseas market(in this case,the Chinese Market).Such as problems with misunderstanding and lack of characteristics for the familiarity with other products in international market.Company A,especially when opening a special overseas new market,such as China,shall take some good points of this dissertation's findings in improving its strategy.This thesis aims to achieve three outstanding targets.Firstly,a clear part of aquarium infrastructure industry market in China.Secondly,find out the external impacts and internal core competitiveness of company A during the development in China.Thirdly,to fit the target market and market positioning,to establish the specific image of the products and services and to put forward the steadfast actualization program.It will conclude the current status of aquarium infrastructure market and improve the marketing strategy of the studied case.