Study On The Product Strategy And Channel Strategy Of Shaanxi Construction Machinery Company

Chinese government will invest greatly on infrastructure construction according to the tenth Five-year plan. With the enlarged infrastructure scale of road, airport, water conservancy and city planning etc. and the actualizing of Western Development strategy, the industry of road engineering machinery will have broad developing space and good market opportunities during the tenth five-year plan period to 2010.Being a famous road engineering machinery enterprise, Shaanxi Construction Machinery Co. Ltd. is facing more and more competitions in the market. How to possess the market, improve the market share, increase sales volume, are the key subjects of the marketing work. Going ahead with the market economy, the marketing strategies is getting more and more important.In this paper, the author analyzed the marketing environment and the industrial status in quo and tendency of Shaanxi Construction Machinery Co. Ltd. with the objective marketing theory, competition theory and marketing mix theory. For the marketing strategies, the author focused on studying product strategy and channel strategy. About the product strategy, the integral product consciousness must be emphasized. Besides the tangible products, the intangible products should be provided to the customers as well. Strengthen the service concept, improve quality of the service, diversity service, new product development and product combination must be emphasized to provide the market with high correlativity, high technology, high reliability product.We also put forward some ideas about channel choice, channel management and channel control according to the agent system adopted by Shaanxi Construction Machinery Co. Ltd. I also put some practical advices of a series of marketing strategy.I wish my research could play an important role in the development of Shaanxi Construction Machinery Company.