Research On Value Marketing Strategy Of Construction Machinery Industry

Since the reform and opening-up in the last century, China’s national economy has got rapid development and Chinese people’s living standard has been gradually improved. During that period, as a branch of equipment manufacturing industry strongly supported by the state, China’s engineering machinery industry accurately grasped market opportunities and obtained proud achievements in industrial technology and product manufacturing. However, limited to the slowly developing core technology and poor brand construction, Chinese engineering machinery industry’s products are seriously homogenized, its market competition is almost confined to domestic market, and malicious competition among enterprises occurs frequently. What’s worse, risk of accounts receivable and doubtful accounts is extremely serious in the market where credit sale is the major selling method.This paper argues that the radical development strategy of engineering machinery industry in the past has brought difficulty to future development. At present and in future years, enterprises’ primary task is not to seize the market or enlarge the scale but to take the idea of value marketing. To be specific, they should analyze and integrate various important links of enterprise value chain to control risks and improve enterprise value chain. Moreover, they are required to enhance their brand image and competitiveness through a series of value-creating activities.The paper is aimed at illustrating the significance of value marketing to engineering machinery industry by analyzing Sany Heavy Industry’s value marketing mode. The paper is composed of seven parts. Part 1 is to introduce the research background, significance, theories and methods. Part 2 is to analyze Sany Heavy Industry’s marketing environment-the development status of China’s engineering machinery industry. Part 3 is to present Sany Heavy Industry’s value marketing mode and analyze its influencing factors. In part 4, based on the analysis of problems in Sany Heavy Industry’s value marketing mode, problems and deficiencies in the development of China’s engineering machinery industry are illustrated. In part 5, Sany Heavy Industry’s strategies of value marketing are introduced and the importance of risk control and agent system in current value chain of engineering machinery is emphasized. Part 6 introduces the guarantees for Sany Heavy Industry’s implementation of value marketing, points out the importance of core customer building and customer relationship management to value-chain increment, and also indicates that an enterprise must pay attention to making industrial standards so as to keep its leading level in the industry. In the last part, the core idea of this paper is concluded and the future development of China’s engineering machinery is further forecast.