The Research Of GY Company’s Marketing Strategy

With the development of our national economy and people’s consumption habits change, and the timeliness and convenience of financial services, ATM has been deeply into people’s lives. The banks transfer the traditional cash processing service to ATM, using the advanced self-service equipment instead of repeating, low additional value of manual labor, which has become the inevitable trend of the banking development. In recent years, the disclosure data of some domestic banks annual report shows that the human cost of financial institutions increased year by year, also with a further decline in ATM prices, ATM machines to replace the manual cost has more obvious advantages. There are requirements of bank cost control, amplification of cash requirements, internal and external conditions have become a great driving force for China ATM installation volume over the next few years. ATM production enterprises at home and abroad is competitive, it makes that marketing strategy become especially important.This paper is according to the marketing strategy combination of the market marketing theory, marketing innovation,big marketing related theory knowledge and some industry information from ATM industry, through the andysis on the development history and trend of ATM industry, combined with the actual situation of marketing in China ATM (ATM) of the research object GY company, to analyze and research on the company’s current marketing situation. Based on the theory of marketing, aiming at the company’s marketing and management problems, put forward the marketing strategies and the implementation suggestions.The paper is divided into five parts; the first part is introduction, including posing of the problem, significance and purpose of the study, and research method and research ideas. The second part is the case, which introduced the situation of GY Company, the ATM industry development background the company faced, introduced the strategy GY company used to develop ATM market. The third part is the case analysis. Based on analysis of the industry environment and the marketing environment GY company facing.Give out the overall evaluation on GY company marketing by using marketing strategies, marketing innovation theory and marketing theory knowledge. The fourth part is adjustment suggestion on the company strategy. From the product strategy, price strategy, channel strategy, promotion strategy, customer service strategy these5aspects combined with the company’s actual marketing status, giving out the specific operational recommendations for GY company’s marketing strategy adjustment. The fifth part is the case conclusion.This case study can complement and improve the marketing theory in the study of the system of the ATM industry applications. Through the analysis of the financial service outsourcing in the ATM operation of this marketing strategy innovation, can inspire the marketing model innovation of the whole ATM industry. At the same time, but also to provide reference for the development of China’s private manufacturing enterprises. More important is the theory to the practice, GY is conducive to the correct understanding of the problems faced by the company, a clear competitive advantage, to the reference function to the GY company marketing strategy adjustment.