| dc.description.abstract | The most significant achievement of China mainland in 30 years after announcing the economic liberalization is the rapid economic growth. Many international industry sectors entered the China mainland market, especially the manufacturers, making China mainland has become the world’’s factory. However, the industry is known as the mother of the economy. The Chinese government needs to enhance the automated production equipment during the period of seeking the economic restructuring, which can make China mainland the real manufacturing country. In view of this, this study hopes to investigate the overview of automated equipment industry in China mainland based on the case study and to deeply analyze the marketing strategy and future direction of certain companies in China market.
This study synthesize the investigation result of materials and cases and come out the following conclusions which may be taken as the company guideline for future marketing strategy approaching. First, how to improve the current customer structure and how to transfer to the local automation equipment manufacturers; second, to set the sales promotion strategy based on the regional characteristic of different areas and to strengthen the company’’s division of organizations; third, to speed up the researching and development of high-end products to gradually reduce the dependence of Taiwan companies, and to expand the product line depth.
Regarding to the company’s future development in China, this study proposes the following recommendations: First, to develop marketing strategies for different regions which will be the best solution; second, product innovation; third, to strengthen the relationship marketing that can keep customer loyalty; fourth, competitor data collection; fifth, to strengthen the business capacity and to take systematic training; sixth, to seek partners to enhance competitiveness.
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