Current Soft Marketing Elements Of The Domestic Bulk Mechanical And Electrical Products Market Research

For a very long time, the concept Marketing Soft Factor has been existing in the author's brain. The author feel very sorry in spite of the marketing theories that he have learned and the articles and books about the concept that he tried to search from the network and in bookstores. Therefore, there is nearly not reference and foundation research about the concept for the author to write this paper. According to many years' sales practice and the theories that the author has learned ,such as marketing, psychology and organization behavior, the author discusses the topic which has important practical meaning under the background of the Chinese market environment at present.This paper has the marketing research background of the large-scale mechanic&electrical product in the period of Chinese market change. The large-scale mechanic&electrical product possesses its own special characteristics in the market, differing from common consumed merchandize and small civil industry product. The domestic and international scholars have paid high concern with deep study to this so-called industry market. But from current study on our country's large-scale mechanic&electrical product, it has bigger proportion that an enterprise and the hard factors of its product are studied as the research point. The reason lies in the fact differed from general merchandize or common industry product, large-scale mechanic&electrical product is purchased when the consumers are rational. The consumers think a lot about the enterprise and the product's outstanding achievement, thinking greatly of the quality and the characteristics of the product. But the factors that have important influence on the general merchandize, such as price, advertisement, packing and promotion, seem to be insignificant on the contrary. The innovation of this paper is that it puts great emphasis on the soft factors of marketing itself instead of the enterprise and the product's outstanding achievement on the marketing study of large-scale mechanic&electrical product. Generally speaking, from its development to maturity, technology and structure character of large-scale mechanic&electrical product will go on for a longer time. These days that turning the network technique has been shared, the technology talented persons have been flowing frequently , the technology development ability of business enterprise is strengthened continuously and the capital market is unprecedented prosperous, the products of each manufacturer turn out to be the same quality obviously. In fact, in nowadays competition market of large-scale mechanic&electrical product, the following factors will decide whether an enterprise to be successful or unsuccessful in market competition: customer relationship, marketing personnel and their ability, the reputation of an enterprise and its products. However, in addition to the real strength of an enterprise and the excellent quality of the product, the reputation of an excellent enterprise and its product comes more from the public relation ability and inside quality of the sales persons who represent the enterprise for many years. Because these marketing the soft factors are usually intangible and also do not follow normal regulations or vary from person to person, the paper emphasizes each marketing link of large-scale mechanic&electrical product to study the significant influence and the practical function on the marketing soft factors to competition consequence.on the base of the marketing practice for certain typical large-scale mechanic&electrical product in some region market, and according to the theories including marketing, psychology and organization behavior, the autor reveals some basic marketing discipline and characteristics of this type of product through his analysis and argumentation . And the paper tries to announce the influence of the soft factors of rational market from the angle of practice. The author offers some understanding and consideration for sales persons so that they could achieve a lot in the marketing job of this kind of product.The value of the paper lie in: 1)By the analysis for the marketing basic process and the market environment of large-scale mechanic&electrical product, it reflects the marketing characteristics and regulations of large-scale industry product in the period of Chinese market change. 2)By means of the combination of theory and practice, studies the marketing soft factors of large-scale mechanic&electrical product and illuminates the characteristics of complexity, variation and relationship of this type of product market. 3) On the principle foundation of rational purchase, it studies the influence caused by persons's sentiment in the market of large-scale mechanic&electrical product. 4)Through the case analysis of comprehensive marketing measurespass and process control for this kind of product, it discusses the characteristics of relative criterion, relationship, game and variation in the marketing process for this kind of product.