Maintenance Machinery Marketing Strategy Research Of Yutong Heavy Industry

The development of highway in our country is swift and violent, but, compare to the development in highway construction, the development in highway maintenance and maintenance machinery is seriously drop behind. And, compares with the import maintenance machinery, the maintenance machinery produced domestically has the big disparity in technical level, product variety, quantity, quality and post-sale service and so on, develops our country highway maintenance machinery rapidly is imminent. The highway maintenance machinery in our country will be a latent big market, its market prospect already gradually coming out, it will become builds the road maintenance machinery an important market to obtain the fast development, therefore, the Yutong Heavy Industry develop maintenance machinery. The product the company develops has the market competitive power, and with the advanced market marketing theory as the instruction weapon in the enterprise marketing activity, realizes take the market marketing produces, the management and the sale as the core enterprise, truly achieves taking the marketing as the center of the enterprise manufacture, market management and the sale, take the customer as the center, promote enterprise market management level, then enhance the enterprise economic efficiency and the market share.This article take marketing combination strategy, industrial environment analysis, and SWOT analysis as the theory foundation, with the method of the on-the-spot investigation and the literature investigation, with the systemic market survey method and the company industry environment analysis, summarizes the superiority and the market opportunity which the heavy industry faces, inferiority and market threat exist, then determined the company new product type developed, at the same time, conform heavy industry marketing combination strategies product strategy, price strategy, channel strategy as well as promotion strategy, proposed the marketing combination strategy adopted for the new product marketing process. And applies some marketing new theory - - network marketing and the customer relations management system management system the company, provides the reference to the company scientific management and the correct decision-making.