An Analysis of Marketing Strategies of Time Source Trading Corporation PVT LTD

摘要

天时贸易有限公司是一家位于江苏镇江的中国贸易公司，公司于2009年初成立。天时为国外客户提供制造、咨询，和出口设备等服务，并且主要和中东地区的客户建立了良好的客户关系。因为越来越多供应商的加入，中国近来在国际贸易市场上面临着紧张的竞争局面，天时意识到调整自身市场战略的必要性。天时由实现持续生长和盈利增长的各个重要部门组成。和其他组织部门一样，市场营销部门对任一公司来说都是至关重要的组成部分，因为无论其部门本身还是营销策略均对客户有直接影响。在混合市场的基础上，天时构建了新的市场战略，用来解决产品、价格、定位、促销和网路营销策略等问题。天时一直面临生产线选择、价格竞争、与供应商的质量维护和广告推广等问题。为此，研究者分别对公司的高层管理、中层管理和基层管理进行了调研，用以分析其优势策略，并设计出一个新的市场策略来克服挑战。基础研究围绕数据和信息展开。表格中新的营销策略的结果显示，为了消除产业中所面临的共同挑战，这些策略或多或少牵涉到其他国外贸易公司。因此，最后结合市场研究及案例讨论，并采取内部和外部分析以及SWOT分析开展市场营销战略规划。总之，企业也可从合作伙伴和客户中吸取新的建议来完善自身的营销策略。

目录

声明

ABSTRACT

摘要

Table of Contents

Chapter One Introduction

1．1 Back Ground of the study

1．2 PURPOSE

1．3 Scope／Outcome of the Research

1．4 Research questions

1．5 Research Methodology

1．5．1 Primary data

1．5．2 Secondary data

Chapter Two Literature review

2．1 Strategy

2．2 Business strategy

2．3 Michael Porters Generic Strategies

2．3．1 Cost Leadership

2．3．2 Differentiation

2．3．3 Focus

2．4 Marketing Strategy

2．5 Marketing Strategies of Chinese Foreign Trade Companies

2．5．1 Licensing OEM China Procurement

2．5．2 Trade Fairs

2．5．3 Trade gent or distributor overseas

2．5．4 Sale Subsidiary Overseas

Chapter Three Corporate Analysis

3．1 Introduction to TSTC Pvt Ltd

3．2 Corporate Environment Analysis

3．2．1 TSTC’s organizational Structure

3．3 Macroeconomic Environment

3．3．1 Government

3．3．2 Tight Foreign Exchange Control

3．3．3 Trade Wars and Trade Barriers

3．3．4 Complex Customs Clearance Procedures

3．3．5 Unclear Tariff Code Categorization

3．3．6 Tax Refund Policy

3．4 Industry Analysis

3．4．1 History and Background of Chinese foreign trade companies

3．4．2 Foreign trade corporations and enterprises

3．4．3 Export Statistics of 1st quarter of 2014

3．5 Market Analysis

3．5．1 Customers

3．5．2 Products and Services

3．6 SWOT Analysis

3．7 Competitor Analysis

3．7．1 COMPETING FORCES IN THE IMPORT-EXPORT INDUSTRY

3．7．2 Competition within the Industry

3．7．3 State-owned Enterprises

3．7．4 Shipping Agencies and Forwarders

3．7．5 Customs Clearance Agencies

3．7．6 Self-serve Companies

3．7．7 Small Business Group

Chapter Four Marketing Strategy

4．1 E-Marketing Strategy

4．1．1 Physical Evidence and People-Using the Internet to Establish Customer Confidence

4．1．2 Process-Try to Integrate Everything

4．1．3 Search Engine Marketing

4．1．4 Opt-in E-mail Marketing

4．1．5 Presence through Online PR and Partnership

4．2 TSTC’s Strategy with 4P Marketing

4．2．1 Product and Service

4．2．2 Price

4．2．3 Place-Where Does TSTC Serve its Customers?

4．2．4 Promotion-Using Every Possible Online Tool to Establish Brand Image

4．3 E-Marketing Objectives

4．3．1 To Sell on the Internet

4．3．2 To Serve Customers

4．3．3 To Speak and Communicate with Customers

4．3．4 To Save Money，Time and Effort

4．3．5 To Sizzle and Build Brand

Chapter Five Implementation

5．1 How to implement Strategy?

5．1．1 Four-Step Action Plan

5．2 Budget Outline

Chapter Six Conclusion

6．1 E-Marketing Risks

6．2 Performance Measurement and Control

References

APPENDIX

Acknowledgments