Study Of Marketing Strategy Of JL PCB Equipment Company

Since reform and opening up,China,due to its preferential policies in such as pacts as labor resources,market and investment,has attracted a large group of European and American companies engaged in manufacturing industry to locate their factories manufacturing electronic products in China,thus pushing forward the development of relevant industries including PCB(Printed Circuit Board).In 2016,China accounts for 50% of the global output of PCB,becoming the most popular country in terms of the output in PCB industry.The development of PCB industry has definitely spurred the demands of PCB equipment.JL company is an enterprise founded in 1998 and exclusively engaged in the production of PCB equipment.In 2016,it is ranked at the fifth among the manufactures producing special-purpose equipment of printed card industry on Chinese mainland,serving as a domestic high-tech enterprise and also a national brand.In recent years,electronic products such as mobile phone and computer are increasingly pursuing light weight and multiple functions,which requires higher degree of precision for PCB and also lead circuit boards of PCB equipment to be manufactured in a refiner,thinner and smaller form.In PCB industry,there is a saying of “30% relies on technology while 70%on equipment”.However,domestically,there is a common feature for PCB equipment and PCB industry.That is both of them have later starts,low grades and unskilled technologies.Therefore,many large PCB enterprises have to invest several times of costs to import equipment of first-class brands from foreign countries in order to make their product fit into the market.How does JL company find its position in Chinese PCB market,avoid the confronting competition with foreign companies and aim at its own advantages to build up competitive edge is particularly important.This passage will mainly take the market operation conditions of JL in China from 2006 to 2017 as examples,and PEST,five-force model,SWOT,STP as well as 4P marketing theory as tools to analyze the marketing strategy in China comprehensively conducted by JL company.This passage will also analyze how does JL company,adjust marketing strategies,determine differential marketing strategies,formulate relevant marketing strategy mix to meet the market demands,continuously make profits and maintain steady development under the background of rapid development of electronic industry and incessant progresses of technologies and tremendous changes of competitive environment.