Group Shanghai Lc Pump Product Marketing Planning

Since the reform and opening-up, China gradually changes over to the market economy system from the system of planned economy, and the private economy unceasingly grows strong, and becomes powerful fresh and combat-worthy troops in the China's socialist construction. Compare with the state-owned enterprise, the individually-run enterprise possesses characteristics such as the market consciousness is strong, transformation quick, marketing mechanism is nimble, and some individually-run enterprises have caught hold of the opportunities for further development of the history and advance at a quick pace ,and become the leader person of the trade. Yet backward in management, lack of standardization also is the common failing of a lot of individually-run enterprises, and they are short of long-term development strategy, and does not have systematic marketing to plan, the enterprise decision-making depends on boss, has restricted the development continuously and healthily of the enterprise to a certain extent.The source material LC group of this thesis belongs to this kind of circumstances, the marketing of this group still exists a lot of problems at present though the sales revenue of the group arranges preceding several in the pump trade. LC group core operation is pumps who belongs to the industrial products of the small batch customized production, and the customer is the purchaser towards the organization, and its mode of production, purchase decision action, channel etc. have very big difference relatively with the consumer goods, and this has led to the particularity of his marketing strategy.Thesis starts with from the development history and the current situation of the LC group, and has described the circumstances of group in the aspect of channel, production capacity, technology research and development, brand etc., and analyses the extant marketing problem of group of having diagnosed, and the author is by way of the analysis to pump industry market macro environment and microcosmic environment, and combines the Actual Situation of the LC group according to what studied marketing basic theory, and to segmenting in the market of group's pump product, has selected the target market of the product, and has laid down the marketing target from now on after that on the marketing data basis in the past, and discusses on the basis of the competitive strategy and selected the marketing strategy of the differentiation. After having confirmed marketing target and strategy, the author combines service marketing, relevant branch of learning knowledge such as quality management and oneself again and in the real work experience of this enterprise, has laid down resources marketing strategy, technology marketing strategy for the enterprise, quality marketing strategy and service marketing strategy comprehensively. Finally, for marketing target and the tactics that can accomplish smoothly laying down, for LC group has laid down implementation and control measures, ensure to plan to implement successfully.This text plan to study by way of the case, the marketing problem that the settlement LC group that make pointed references runs into in the fast development, if: the strategy location is fuzzy, the marketing strategy is clear, profit margin gliding, sales increase slow etc., put forward corresponding solution, for the deciders of LC group provides the reference, fixed contribution can be made to the development of the LC group to hope, and also gives the custom-made electromechanic equipment production factory of small batch to provide some in the marketing strategy to consult, thus improves the marketing level of this class enterprise.