Xiamen D Bearing Company Marketing Strategy Research

Bearing, as an essential component of mechanical movement, forms the basis ofmachinery industry, and the development of the bearing industry reflects the level of acountry’s science and technology. The circulation quality of the bearing depends onthe bearing distributor between bearing manufacturer and bearing end user, thus, theresearch on management level especially marketing strategy of the bearing distributorhas important theoretical value and practical significance.Bearing industry has a long history, which is the basis of modern industrydevelopment of the world. China is a big country but not a power country among thebearing manufacturers of the world. The bearing development in China has developedgradually as the foreign production manufacturing transferred into China since thereform and opening up, and the foreign well-known brand bearings began to enterChina and formed competition situation among local Chinese bearing, Japanese seriesbearing, and western European countries’ brand bearing. Xiamen D BearingCompany was developed in such historical context and joined the market competitionwith a strong brand identity–world’s famous brand Sweden SKF bearing authorizeddealer.The paper takes Xiamen D Bearing Company as an example to carry out macroenvironment analysis from politics, economy, society and technology by dint of PESTmethod, uses Porter’s five forces model to analyze the competitive environment ofthe enterprise’s industry, uses SWOT matrix method to analyze the strengths andweaknesses and opportunities and threats of D Bearing Company, proposes marketingimprovement strategy at this stage of D Bearing Company, uses STP theory toanalyze and believe that D Company should take diversified competition strategy tofocus efforts on existing customer market, developing cement industry and exploringemerging markets, and finally uses4P theory to design the marketing strategy of DCompany and guarantee the effective implementation of the company’s marketingstrategy through logistics organization, human resources and CRM improvement.