The Marketing Strategy Of DM Crane In Chinese Market

In China, construction industry is developing rapidly in recent years, which leads to the increased demand of building equipment. However, the building equipment market is becoming more and more competitive due to the increasing number of players, including the foreign giants and some new domestic entrants.DM Company is a world-renowned building equipment company, which entered Chinese market in 1990s. But owing to some slips in marketing management and strategy, DM hasn't taken the lead in the domestic market and its tower crane sales have been stranded for a long time. The problems lie mainly in the low market share, unreasonable product structure, ambiguous target market and customers, and existing distribution channels which restrict its marketing. This thesis takes DM as the target company. Through systematic research of the relevant marketing theories and the characteristics of the industrial products marketing, combined with the research of the crane market competition, it puts forward new marketing plans for DM to solve the current problems, and intends to give some illumination to the related building equipment enterprises and other equipment manufacturers.Proceeding with the concept of marketing, this thesis introduces relevant theories on marketing, including details in market segmentation, integrity product, extended product, converse mode of distribution channels, brand loyalty, pricing and relation marketing, etc. Based on the current situation, this thesis analyses the market background and the problems DM is facing. Then it puts forward new thought and plan for the DM marketing and designs the new DM marketing strategy. At last, a general assessment is given to the new strategy.