How to Improve B2B Online Marketing Strategy for A Case Study Company: JingFengDa Paper Co., Ltd
Zhang, Wanyue (2014)
Haaga-Helia ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015083114209
https://urn.fi/URN:NBN:fi:amk-2015083114209
Tiivistelmä
This is a research-oriented thesis commisoned by a Chinese SME, JingFengDa Paper Co., Ltd from China. The thesis aims at assisting the case study company to improve its online marketing strategy in foreign B2B environment.
JingFengDa Paper Co., Ltd is a paper manufacturing and selling business unit that is currently facing its transitional phase of going to foreign market from domestic (Chi-nese) market. This shift generates opportunities accompanied by two challenges, one of which is from domestic to abroad (culture), the other is from traditional way to using online tools .Hence, briefly, possible online marketing tools and the synthesis of the tools in this specific business environment (B2B) should be discussed.
The core theory is based on the communication theory from the marketing mix. To be more specific, online marketing tools and strategies were emphasized. The suggestion offered in the last chapter is a coordinated marketing plan for case study company, re-volving the research problem, based on theatrical and empirical study.
JingFengDa Paper Co., Ltd is a paper manufacturing and selling business unit that is currently facing its transitional phase of going to foreign market from domestic (Chi-nese) market. This shift generates opportunities accompanied by two challenges, one of which is from domestic to abroad (culture), the other is from traditional way to using online tools .Hence, briefly, possible online marketing tools and the synthesis of the tools in this specific business environment (B2B) should be discussed.
The core theory is based on the communication theory from the marketing mix. To be more specific, online marketing tools and strategies were emphasized. The suggestion offered in the last chapter is a coordinated marketing plan for case study company, re-volving the research problem, based on theatrical and empirical study.