Research On Marketing Strategy Of FuAn Company In China

In recent years,with the high-speed development of China electronic information industry,the demand of electronic components also has been increasing year by year in China,it brings great business opportunities to distributors which are located in the upstream of the electronic components industry,but we also see competition is growing in the electronic components distribution business,which makes the world's largest electronic components distributor of FuAn company had a lot of bottlenecks in the development of China,its revenue are growth but the profits are falling steadily.How to change current situation and continue to maintain the leadership position in the industry,which is urgently needs to solve the problem for FuAn Company in China.This thesis based marketing status of FuAn Company as an example,researched the marketing strategy of FuAn Company in China by combining the theory with practice.Firstly,start with the role and meaning of organizing market and organization buying behavior in Business Marketing,introduced 4Ps Marketing Mix theory and STP theory.Secondly,pointed out and analyzed existing marketing problems of FuAn Company in China.Thirdly,by use STP Marketing Positioning theory,made market segmentation,and further clarified that the target market of FuAn Company is the automotive electronics market,industrial automation market and medical electronics market,and positioning FuAn company as one-stop electronic components solution expert in China.Finally,based on interview with FuAn company's target market customers,then analyzed purchasing process,purchase decisions and the factors influencing the buying of target market customers,set out relevant marketing strategy which are suitable for FuAn Company in China by synthetic use 4Ps Marketing Mix theory and Relationship Marketing theory,including product strategy,price strategy,channel strategy,promotion strategy,and relationship marketing strategy.