A Study On Marketing Strategy Of M Company Marine Diesel Spare Parts

Due to the global economic crisis caused by2008America subprime mortgage crisis, the world trade has been greatly impacted, and at the same time, the world shipping industry has been seriously stuck. Shipbuilding and marine equipments which are closely related to the shipping industry were involved as well, This paper introduces the subsidiary company in China of Germany M which is a marine diesel engine manufacturers with a hundred years of history,, aiming at the discuss and analysis of dramatical fall of spare parts performance, increasing of customer complaints, serious loss of customers and other issues, which M company are facing, in order to find out the weakness of M company’s existing marketing strategies, and put forward the improvement programmes of marketing strategy mix under the guidance of related marketing theory.This paper uses methods of comparative analysis, in-depth interview and integrating theory with practice. Firstly, this paper reviews the relevant theoretical marketing knowledge, and starting with the organizational buying features, illustrates the differences between organizational buying behavior and individual consumer behavior and the connection between marketing4cs theory and organizational buying behavior. Secondly, it introduces the marketing environment and marketing situation of M company marine diesel engine spare parts and puts forward the problems they are facing. Thirdly, as the marketing model can be referenced, the paper analyzes and compares the domestic and foreign ship spare parts marketing modes and strategies of diesel engine company, and at the mean time also selects some successful marketing cases of similar enterprises to analyze. And then, summarize the terminal customers’focus points in ordering spare parts for diesel engines and the key effecting their purchase in inorganic icon through in-depth interview of terminal customers. At last, based on research results and under the guidance of marketing4cs theory, put forward the effective marketing strategy mix in organizational buying, which is consisted of customer need, customer communication, customer convenience and the cost customer willing to pay.