Marketing Strategies In The Southwest Branch Of The Kms

As one of the world-famous diesel engine manufacturers, we are now experiencing the economic recovery. However, there are still many challenges in front of us:how to shorten the logjam time in the bottom of the "U" shape recovery, how shall we more close to our local market, how to stimulate and satisfy the demands, how to analyze engine after markets and establish effective marketing strategies so that to explore our market share, are the main purposes of this study. The paper includes the following main five chapters.Chapter 1 Outlines and scopes The author raises the problem she faced and outlines the main aspects she will investigate in the paper.Chapter 2 Diesel Engine industrial market environmental analysis This is the infrastructure of this paper. By deep research on the engine sales market, engine after markets and the relationship of them, by macro-circumstance and market demands analysis, the author aims to find the new chances marketing strategies.Chapter 3 KMS southwestern branch current marketing strategies analysisThe author moves the focus from industrial research to KMS corporation actual marketing strategy examination. By the application of traditional marketing theory, such as 4P marketing analysis, SWOT analysis, combining the practices of current KMS marketing policies, the author tries to find out problems existing in product positioning, Channel management, Pricing and promotion activities. Then, the author leverages the inside advantages and outside opportunities, identified 4 creative marketing strategies in KMS engine after market. Chapter 4 KMS southwestern branch after market strategy research This is the focus of this article. According to the results of the last chapter, combining with current cases in KMS, the author proposes 4 creative marketing strategies.The author also designs the detailed implement plan on how to tailor the "total solution" for customers, how to launch "pro-active service module", how to establish customer-oriented supply chain, how to involve promotion together with partners.Chapter 5 Measures on how to realize the 4 marketing strategies. The author carries out the measures to ensure the new marketing strategies can be implemented successfully. The author also establishes customer-oriented attitude in the daily operations, changes the product positioning from high level to mainstream and adjusts current organization structures.The main contribution of this paper lies in determining four specific marketing strategies on after market in KMS southwestern area by comprehensive analysis on diesel engine macro-environment and micro competitive environment via marketing theories and practices. This paper will have positive theoretical and practical significances for multinational company on how to expand emerging market in China and how to improve after market shares for related companies in automobile industry.