Zy Machinery Marketing Analysis And Strategy

This thesis takes"ZY machine"corporation (ZY for short) as the research object. And the major content contains marketing of product and some related topics.The author takes"ZY"as the research topic based on two reasons: First, the author is working in this firm and familiar with it, and can get the research materials conveniently. Another reason is that"ZY"is in a very special and important period after the restructure. Therefore, it is significant and meaningful to analyze the problems exist in this firm and provide some solutions with marketing theory. It is main content of this MBA thesis. The author adopt the logic structure as follows: First, analyze the internal and external environment of the corporation and marketing practice status with the"SWOT"tool .Then find the problem and then give effective solutions with the marketing theory. The writing pathway you can find in figure 1. The main content of the thesis is as follows:(1) Marketing organization structure.A setting of the marketing organization structure makes an important role in the corporation marketing. This chapter will analyze the marketing structure of"ZY", and then give the effective structure made for the current and long period benefit.(2) Marketing team.Marketing team can implement the plan to promote the sales of product and change the marketing performance. The ability of marketing team is relevant to the hiring, construction, knowledge structure, working experience, collaboration, stability, salary, and appraisal and so on. This chapter will analyze the marketing team through the influence factors above.(3) Application of"4P"theory."4P"theory is the cornerstone of the marketing. It has very important instructing meaning to the marketing practice. The application and implementation will determine the competence of the product in the market. And this chapter will discuss the four factors: product, price, place and promotion. Product structure, price and place relation will be taken as the research emphases.The whole structure adopts the logic as below: bring forward the problem, analyze the problem and resolve the problem. It contains three chapters: Internal environment, analyzing status and problem diagnosing, and strategy. To give the solution by analyzing the marketing practice and hope to be important reference of"ZY", and promote the author both in theory and operating managing ability as well.