Sinomach Group Marketing Resource Integrated Strategy For Construction Machinery

Since China's reform and opening-up, especially after entry into the WTO, the state strengthens continuously infrastructure construction and the central and western development; domestic and international commercial trade, technical cooperation and exchange is close increasingly; the level of urbanization is improving and the pace of building a new countryside is accelerating; the development level of China's construction machinery as well as its international status has been greatly improved. The financial turmoil swept the world economy from second half of 2008, which had a great negative effect and impact on the real economy. Affected by this, the Chinese construction machinery enterprises have suffered different loss.China National Machinery Industry Group (hereinafter referred to Sinomach Group) becomes one of the most important construction machinery enterprises by means of the restructuring of China National Construction Machinery Corporation, China foma Machinery Group and China First Tractor Group. Now it is the major issue to break bottleneck in the development that how to re-build marketing resources to achieve rapid, healthy and sustained development. The paper taking the status, characteristic of domestic and international construction machinery industry, and analyzes the market structure of that by use of Michael Porter's Five Force Model. Considering the existing capacity, resources and market positioning of Sinomach group, take SWOT analysis of the market environment, competitive environment and its own advantages and disadvantages to obtain four types of available strategies SO,ST,WO,WT. Finally, with enterprises affiliated relationship between each other, the paper proposes strategy to integrate the product chain, re-segment the market, accelerate channel integration, promote financial leasing, steadily push forward overseas expansion, and evaluate the strategy also.The article concludes with some issues required attention and relevant measures to safeguard the smooth implementation of new strategies, including business matching of internal and external resources, the establishment of core competencies and so on.