The Analysis On The Market Of The Middle And Large Power Disel Engine In China And The Study Of The Marketing Strategy Of Huabei Diesel Engine Company

This article first points out the question that because of less of studies on marketing strategy ,this leads to the con-influence to the management and marketing works of the Huabei Diesel Engine Liability limited company (here inafter call company). It points out that it is necessary and importance for the company to carry through the study of the marketing strategy.The second ,it analyses the exterior and microcosmic circumstance of the company. It believes that the company is facing the challenge of development and competition. This article analyses and researches the market of the middle and large power diesel engine in China.It also makes an analysis to the marketing circomstance ,the characterisitic of the market and the product's characterisitic,of the company.After the quantitative analysis of the enterprise core competence of the company,a mathematical matrix of the quantitative estimate of the enterprise core competence of the company and a general estimate has been given out in this article.Based on the rules of can enter into ,can balance,can make profit and difference reaction,we can make out the subdivision market analyses:the subdivision market should be the following which use the 100-600kW diesel engine, these are heavy loading trucks,high-grade big buses, large power construction machines, diesel generator sets,and special use equipments. Then select the high and middle grade production among the subdivision market as the target market. The anchor point is a diesel engine manufacture of large power,high quality,environment protection,and with middle level price.The company's position should be the leader, challenger,and the one that can fill the lack. The crown all strategy is selecting the difference market as it's target market. To provide special use value and service by providing high quality products and service to different target customers. Then makes certain the company's target market strategy . Once again, based on the analysis to the market characteristic,product characteristic ,the competition characteristic,as per the requirement of the target market strategy ,makes out the marketing mix tactics build up by products mix tactics ,price tactics ,marketing channel tactics and marketing promotion tactics. The target market strategy and marketing mix tactics form the marketing strategy .Finally the articl makes a brief expatiation of the marketing strategy concerning the marketing organization,the controlling of the marketing strategy and the management optimization.