Study On Marketing Tactics Of YongXing Equipment Co.LTD

Since reform and opening, China's small and medium enterprises have achieved rapid development.The small and medium enterprises make significant contribution to economic development, social progress, market economy's prosperity,fiscal revenue's increase,job opportinuties'increase and social stability.As the important growth point of national economy, it became the important factor to promote the sustainable, stable and healthy developmentof the national economy.Although medium-sized and small enterprises in China have made great contribution to the development of national economy and hold an important position, but it doesn't mean that medium-sized and small enterprises are perfect. Instead, at present there are many problems exist in medium-sized and small enterprises in China which restrain their development,such as the imperfect internal structure and managerial systems in enterprise, difficulties in external financing, weak competitiveness, unscientific marketing and unstable customers,ect. These issues make difficult for medium-sized and small enterprises, which greatly restrain their further development. So, that medium-sized and small enterprises need to use a scientific approach, adopt advanced methods to solve these problems, create a more favorable external environment and develop a more standardized and effective internal managerial system for the development of enterprises.Marketing strategy not only provides a theoretical guidance for enterprises to adapt to market environment,but also provides some reference basis for enterprises' scientific marketing and holistic marketing.During these During these problems,I think marketing is the focus.The marketing problem of small and medium enterprises are caused by few enterprise,few resource,low quality of staff.Therefore if the marketing issue solved, other issues will be a chain reaction,a lot of issues can be solved.Now small and medium enterprises are weak in marketing, during many issues, i think the biggest problem is the marketing strategy.Strategy is the way to help groups and individuals to achieve their goals,and marketing strategy is the customer as a starting point to achieve company's goal by meeting customers' demand in goods and service.Marketing is company's bridge to success.Therefore as one of the small and medium enterprises, Huaian YongXing Building Equipment Co.LTD is necessary and meaningful to study its marketing strategy.This paper studies marketing strategy of Huaian YongXing Building Equipment Co.LTD through SWOT analysis method,PEST analysis method, the comprehensive use of documentary research, investigation and case analysis and other methods, and puts forward the corresponding countermeasures.It also analyis enterprise's strengths, weaknesses, opportunities,threats and company's political,economic,social and technological environment.Combining its recent condition,we made the enterprise's marketing strategy and marketing model, then creatively put forward personnel security,fund security and measures of evaluation and feedback.