| The newly revised Vocational Education Law has been officially implemented on May1,2022,which is the first major revision of the Vocational Education Law in the past 26 years.It emphasizes the equal importance of vocational education and general education.Vocational education emphasizes the integration of production and production training.The investment in training equipment has been increasing,more and more domestic and foreign enterprises have joined the Chinese market competition.L Company is a small and medium-sized German funded multinational company specializing in the production of vocational education training equipment.With its advanced technology and high-quality products,L Company has successfully entered the Chinese market.However,with the accelerated improvement of China’s industrial technology level,domestic training equipment enterprises have gradually expanded their market share with their closer proximity to users and price advantages.L Company’s survival and development in China have also encountered new challenges.This thesis will combine marketing theory,marketing strategy related analysis tools(PEST analysis and Porter’s five forces analysis)theory,and market segmentation and market positioning theory,Comprehensive use of literature research,interview,investigation and comparative analysis and other research methods.Research on the marketing strategy of L Company’s vocational education training equipment in the Chinese market.Through the introduction of L company’s industry background and market demand,the advantages and disadvantages of L company’s current development in China are further analyzed.Find out the different characteristics of the target market through STP theory,and analyze the 4P strategy adopted by L Company at present.Through a series of research,we analyzed the possible marketing strategy problems of L Company.The main recommendations are as follows: in terms of products,we should optimize the product mix and expand the coverage of products.In terms of price,the best price can be provided according to the purchase volume and the degree of competition.In terms of channels,improve the collaborative operation of the marketing value chain with dealers.In terms of promotion,we should strengthen network publicity,make use of big data to do a good job of customer positioning,and provide better pre-sales and after-sales services.The author hopes to have a more comprehensive and profound understanding of the enterprise and its industry through the writing of the thesis,and also hopes to provide reference for the healthy and sustainable development of similar enterprises in the industry. |
