Marketing Diagnosis Research Of HL Injection Molding Machine Company

The large improvement of Chinese equipment manufacturing industry has beenwitnessed in the recent years. No matter of quality or quantity aspect, the injection moldingmachine manufacturing had reached up to the advanced level in the world due to themotivation of both cooperation with the advanced foreign technology and the domesticdemand, which brought about an unprecedented opportunity for the development ofequipment manufacturing enterprises in China. However, they also faced the huge challengeas the industries upgrade and the more investment in the labor force, coupled with the higherdemands posed by the consumers in China.HL company is the one of the earliest companys which engaged in the injection moldingmachine production in the domestic market. Their leading product---Full hydraulic cylinderfour second straight lock type injection molding machine, possesses the patent of inventionand has the advantages such as environmental friendly and precision. Unfortunately, theenterprise had fallen behind its countparts when they enter the market at the early stage due toits poor performance and even suffered from some difficulties such as the reduction of salesamount in the recent ten years, which made the company in the financially deficient situation.The HL company had carried out a series of revolutions since2012, including the changes inthe system of organization, in the hope of reversing the difficult trend and making the profits.Just under such circumstance, this thesis came up to more reasonable advices onemarketing management, which were based on the detailed investigation and analysis,combined with the market situation and the theory of the marketing. These advices had paidthe evidence for the operation of the enterprise, thus possessed significance. Firstly, the thesissupplied the description for the marketing strategy and existing problems of HL company;then made a detailed division towards the client market of HL company, and established thegoal market and product orientation, including analysizing the validity and feasibility of thestrategy, and the main reasons for the problems; lastly, we proposed the advices and measuresfor the marketing strategy of HL company, which could be concluded as follows: Based onthe differentiation strategy, focus into the medical market, adhering to industry specificsystem to solve the function positioning, implementing differentiation portfolio of products,more flexible pricing method and agent is given priority to, direct selling is complementarysales way, and then by loosening credit sales policy and many methods such as to attend tradeshow and conference in combination with integrated marketing communication strategy, finally obtains the subdivided market competitive advantage.The marketing of injection molding machine belongs to B2B market, the relativeresearches are limited compared with B2B mode, which had been extensively studied already.This thesis had researched the competition and strategy of this market, and supplementedsome marketing theory towards the marketing idea on this industry, which could furtherexpanded the research in this field, supplied the evidence for the establishment of strategy ofthe small and medium-sized machinery enterprises, and improved the application of themarketing theory in the field of machinery industry in our country.