Study On Market Segmentation Strategy Of Shen Yang Electrical And Mechanical Equipment Co.

This thesis to Shenyang Yuan Da group for the study, in shenyang great mechanical and electrical co., LTD., as the research object, using the SWOT methods for shenyang great mechanical and electrical internal and external marketing environment to carry on the thorough investigation and research, to broad electromechanical facing opportunities and challenges, the advantages and disadvantages of the study, and through the market segmentation has been clear about the main market conditions, and the improvement scheme.Market segmentation strategy for the implementation of it in order to improve the sales staff performance, inspire staff morale, fully mobilize the enthusiasm and initiative, improve the shenyang great mechanical and electrical sales value creation ability, so as to constantly achieve great electrical and mechanical market segmentation of the new strategic target.This paper case study as the basic form of paper, from customer demand difference, similarity and great mechanical and electrical co., LTD. Its resources of the shenyang great mechanical and electrical co., LTD. In the process of enterprise management facing actuality of research, the introduction of market segmentation theory to carry on the analysis. The paper research is divided into six parts, the first part is the introduction, in this paper the analysis of this case study background, purpose, significance and methods; The second part of the thesis is case description, this paper introduces shenyang great mechanical and electrical co., LTD. Of the general situation and great electromechanical employee on the market segmentation strategy confusion, with great electromechanical staffs three actual situation as case, leads to shenyang great electrical and mechanical market segmentation existing problems:market research strength is not enough, did not see the differences of customer demand, business process single; Customer requirements and regional similarity feedback is insufficient, affiliate management confusion; Limited by its own resources, marketing personnel level low brand consciousness. The third part of the thesis is a case analysis, in the market segmentation theory on the basis of analysis, this paper analyses the shenyang great mechanical and electrical co., LTD., market segmentation strategy, and shenyang great mechanical and electrical problems existing in the internal reasons; Part four is case improvement countermeasures, in view of the existing problems, proposes the solution plan:pay attention to the differences of customer demand, the marketing business process diversity; Perfect affiliate region customer similarity feedback management; Using their own limited resources, strengthen the marketing personnel brand awareness training, improve the promoting the market segmentation strategy; The fifth part of the paper for case conclusion, the last part is the conclusion.