D Company Marketing Strategies Against Buying Behavior

This thesis deals with the causes of hardiness in getting orders in the environment of international competition in the China local market, and tries to find ways for the D Company to increase order-getting possibility, as well as to build up the competence of competing in the global arena.The thesis indicates that the main causes of failure that the D Company straggles for orders is that the company lacks of understanding business buying behavior, Business buying behavior has three characteristics: 1. There are many participants in business buying process, which is difficult to judge roles; 2. There are many influence factors which include complicate circumstance factor, changing organization factors, moving people intercourse factors, various individual factors; 3. New tasks buying is a long purchasing flow, and the purchasing flow of shipyard is changeable.Against above three characteristics, the D company should adopt the following marketing countermeasures, including: 1. Timely updating Information management ; communicating widely ; making friends sincerely ; taking advantage and conducting flank attack. 2. finding out factors that influent shipyard buying behavior, and control core influence factors, conducting relation ship marketing, optimize products configuration. 3. knowing purchasing flows well, entering flow as early as possible; competition in every stage of flows, looking for chance and catch it.