The Cp Rotary Drilling Rig Marketing Strategy

As an important branch of mechanical industry, construction machinery industry, beginning in the mid-term of last century, has developed for two hundred years. Being an Indispensable part of construction machinery industry, rotary drilling rig is widely used in municipal administration construction, roads and bridges, high-rise buildings and other infrastructure construction projects. With the booming of China's construction projects, this new product is sought after by many enterprises for its high price, profitability, and a strong market demand. China's competitive strength of the rotary drilling rig manufacturers are mainly Xugong Group, Sany Group, CP, Yutong, etc. However, as the time since they enter this area is limited and the product maturity and serialization are still to be further improved, the core competitiveness of these Enterprises is not obvious. In addition, most enterprises still focus on procurement and assembly while few of them are able to design and process key structure. At present domestic rotary drilling rig market inventory is probably about 600. The Market share of domestic enterprise listed above range from 20-60, and none of them has formed the relative superiority. Therefore, facing the attractive market prospect and the intense market competition, how to formulate a set of effective marketing strategy and grab market share quickly should be an urgent matter for these enterprises.The author of this article sets CP, the company he/she once served for, as the object of the study and the full text is divided into seven parts: at first, as the development of the economy and the growing competence between companies in the same field, the author has used Five Force Model to analysis construction machinery industry and canied on the comprehensive analysis using the SWOT analysis theory to CP Corporation, made the advantages and disadvantages, challenges and threats of CP Corporation. Then the author introduces the strategy-SO Strategy that CP Corporation's competitors might take. After the main strategies, with the utilization of the STP theory, the CP Corporation's target market is finally determined by Market segmentation and Market localization. In the last Chapter, it says that in order to ensure the company's marketing strategy can be implemented; the system innovation, technology development, personnel training and after-sales service areas should be strengthened, so as to provide protection to the implementation of marketing strategies. Hope that through this paper can provide development of CP companies effective marketing strategies and beneficial model for the development of rotary drilling rig enterprises.