Research On Marketing Strategy Of Single-piece-small-batches Industrial Mechanical Electrical Equipment

Industrial product market is mainly for organization buyers and has great difference from consumable market in sense of organizing, product, customer, purchase decision and purchase action, which shapes particularity of marketing strategy for industrial product market. However, the producing volume of single-piece-small-batches industrial mechanical electrical equipment is based on sales and has more technical requirements, longer process cycle, higher requirements for service before, in and after sales, and faster renewal, which demand another different type of marketing strategy. In the thesis, based on customer delivery value theory, value chain theory, industrial market purchasing mode as well as Hiss Matrix and Webster-Wind Matrix, the author also carries out analysis and study on marketing strategy for single-piece-small-batches industrial mechanical electrical equipment. Also the author analyzes various combinations for these marketing strategies, i.e., product combination strategy based on customer requirement, price strategy based on customer cost, distribution channel strategy based on customer convenience and promotion strategy based on customer communication. Moreover, thru detailed analysis and study on marketing strategy of Chongqing Water Pump Co., Ltd., the author presents a comprehensive explanation and statement on promotion strategy, service marketing strategy, new product marketing strategy and relationship marketing; and thru which, the author hopes to provide some theoretic guidance and practical experience for manufacturers of single-piece-small-batches industrial mechanical electrical equipment to improve their marketing management.