Abstract
This study focuses on the entry strategy of 3D printing market. The case is a 13-year-old optical company, dedicated to independent research and development, manufacturing various types of optical modules and optical components. Products widely used in projectors, mobile projection device, rear projection TV, video wall, surveillance camera and other fields. Though the pioneering stages, suffered from the financial crisis in 2008 and the European debt crisis in 2010, YNG Inc. still maintained growing up. Seeking sustainable development and the business opportunities, YNG Inc. needs to develop the marketing strategy, create channel, and quickly get into the 3D printing industry to expand revenue and growth momentum. For ODM business, this study adopted Michael Porter's five-force analysis to explore the external environment of 3D printing industry, found that the threat of potential competitors is high, YNG Inc. should highlight its own product advantages (cost effective & accuracy), access key technology patents, and enhanced product quality and services. For own brand development, this study adopted STP model to analyze its market selection and entry points, and then applied SWOT analysis to determine the product marketing strategy. The results found that YNG Inc. should actively develop product technologies (3D printing software, 3D scanner, UV resin), establishment of marketing and business channels, to provide innovative services and brand value in order to build customer loyalty.