Research On Marketing Strategy Of LEWA(Dalian) CO.,LTD

With the growth of domestic economy and the improvement of people living quality, the requirement for the products of oil&gas, petrochemical and chemical industry is growing enormously. Meanwhile, the expectation for the quality is growing, too. The development of these industries is running in fast lane. The main economic index possesses an important position in these industries. Petrochemical equipments are indispensable in the manufacture of these industries. Metering pumps are necessary in most packages, although the amount is not huge. The accurate injection of metering pumps is the key to make sure the quality of the final product. The marketing method for this type of equipment is different with consumption marketing. For us who do the industry product sales, to follow the change of market, to win in the competition, we have to establish a complete feasible marketing development strategy which is suitable for the situation of this industry and the company.Due to the yield and the requirement for quality increasing in these industries, it requires these manufacture equipments with higher level, more stable, more reliable. Therefore, for these companies, the purchase for manufacture equipments is really important, which would affect the situation of the company and the product quality. That's why the companies pay more attention to the equipment purchase. For the high-end metering pump manufacturers in the world, like LEWA, it's a great opportunity, but also a big challenge.This paper is written according to the current marketing situation of LEWA. The author has been responsible for metering pump marketing for several years in LEWA, a competent understanding of the market situation of this industry and the marketing method and the experience from these years of working. The author starts with the theory of industry product marketing and the experiences, analyses and investigates the advantages and disadvantages of the company marketing inside and also the opportunities and the competitive threats from outside, according to the worldwide market situation in this industry and the marketing situation. In the end, based on the market situation in this industry and the state of LEWA, the author raises a proposal of the company marketing development strategy to build a marketing team which is effective and integrated and increase the market share and the sales figure.