On The Hai Huopu Machinery Co., Ltd. Construction Machinery Rental Service Marketing Strategy

This paper is based on the research of found background, organization structure, the present conditions of marketing of Shanghai HOPE Machinery Co. Ltd. with SWOT analysis method and systems analysis method, it analyzes thoroughly into those interior and exterior affecting factors of engineering machine lease of HOPE, and formed new marketing strategies for HOPE'S outstanding achievement. This paper is mainly composed of five parts.Chapter 1, introduction. Elaborates the approximate status of HOPE , confirmed the category of engineering machine lease , summarizes the research status in the mass, and brings forward the major questions, research aim and expatiates the major methods and meaning of this paper.Chapter 2, the analysis about exterior industry circumstance of HOPE. Investigates the development and current of engineering machine lease inside and outside of our country, and analyses the major competition situation of the industry.Chapter 3, the analysis of marketing strategies of engineering machine lease manufactures. On the basis of analysis about engineering machine lease manufactures' general marketing strategies, it analyzes the needs of bringing service marketing strategies into effect, and illustrates the aim of implementing service marketing strategies.Chapter 4, the colligate analysis about engineering machine lease marketing strategies of HOPE. This Chapter mainly analyzes Hope'sworking status, marketing efficiency for these years, and investigates the superiority, inferiority, opportunity and threaten of HOPE' marketing.Chapter 5, the integrated project of service marketing strategies of HOPE. On the basis of analysis of former chapters, it comes into being a general marketing strategy composed from interior marketing strategy, knight service strategy, differentiated service strategy, symbiosis marketing strategy, enterprise culture cultivating, organization transform and information systems building and so on. At the last, evaluates the implementing effect of the project.