喷墨数码印刷机营销策略研究Inkjet Printing Devices Marketing Strategy Study in China

With the increasingly fierce market competition, marketing has occupied a very important palce in the enterprise management, which is playing a key role for the sales improvement. Especially under the NewNomal, most of industries have to upgrade and adjust their current industry structure, beginning to pay more attention to marketing strategy research, according to its external environment and their own conditions, developing a scientific and effective marketing strategy, to ensure the long-term stable sustainable development of the enterprise.J Company, one among Fortune Global 500, entered the Chinese market 10 years ago, has a famous brand reputation with their products and services. J Company CF digital ink jet printer, which is a high-tech and price device, introduced in the Chinese market 2012, is benefit for the traditional printing industry industrial structure adjustment. However, there are some problem existing in their Chinese marketing strategy of digital ink jet printer. J's marketing share is behind their competitors.
At the same time, Chinese government is encouraging the implement of Green Printing and On-Demand Printing in the whole graphic art, which is significant for the industrial structure adjustment and upgrading. Under this situation, it is both an opportunity and challenge for J Company. Therefore, making a proper marketing strategy in-depth study scientifically is very important for J Company to improve the original marketing share and product sales.Guided by the marketing theory in this paper, using the PEST, Five Foce Model, STP methods, analyze J Company Chinese CF digital inkjet printer marketing strategy; Though the general environment, industry environment and on the basis of the analysis of market demand characteristics of the CF digital inkjet printer, analyze the J company's existing marketing strategy in the Chinese market 's problems;and also retargeting and repositioning the J company CF digital inkjet printer.In the last, Five aspects suggestion, which is from the brand, product, price, channel and promotion are put forward to CF digital inkjet printer in China marketing strategy.