The Study Of The Market Orientation About The Kunming Yunnei Power

A study of the market positioning strategy of the China diesel engine industry is presented in this thesis by employing the theory of the market orientation which is proposed by Strong Jr E. K.1in his academic literature as early as the1920s and received considerable attention in recently years. In this thesis, a comprehensive survey of the theoretic and application of market orientation in different industries is carried out to explore the relationship between the market orientation and the development of the company in different industries. After that, the competitive market environment as well as the situation of the domestic industry related to Kunming Yunnei Power Co., Ltd. is discussed on different aspect to fully understand the challenges and opportunities of the market confronted by Kunming Yunnei Power Co., Ltd. These analysis results about the competitive market environment and the situation of the domestic industry also demonstrate that although there is some impact of the adjustment of the China’s economic to the whole China diesel engine industry, there are also many opportunities to the Kunming Yunnei Power Co. Ltd. as the advanced technology of the diesel engine is introduced from Germany and employed in the development and manufacture of products.Based on the analysis of the market environment and the advantage as well as the disadvantage of the Kunming Yunnei Power Co. Ltd., some suggestions and implementations of the market orientation of the products, brand as well as the enterprise are proposed to enhance the market competition and then build the core competition of the enterprise, which is significantly essential to help the enterprise into the term of sustainable development from the current adjustment period.