The Research On Marketing Strategy Of ZOOMLION Environmental Industry Co., Ltd

Environmental industry is the "sunrise industry" with tremendous potential inChina’s market. In recent years, with the rapid development of economy, the fastimprovement of people’s living standards, and the accelerating urbanization process,urban life garbage output has increased dramatically and sustainably. Fortunately, thepublic growing awareness of environmental protection and governments at all levelsfocusing on urban garbage disposal problem provide broad market space forenvironmental industry to develop. At the same time, market competition isintensifying. On the one hand, the increase of market participants makes the industrycompetition more and more intense; on the other hand, market segmentation is moreprecise, there have been a number of more specialized sanitation machinerycompanies.This paper takes ZOOMLION environmental industry company as the researchobject based on reviewing the research situation at home and abroad. By checking alarge number of data from National Bureau of statistics, the National Developmentand Reform Commission, the Ministry of Commerce, China Association ofEnvironmental Protection Industry, and related publications at home and abroad and alot of information provided by research centers of environmental protectionequipment industry, the paper analyzes the current marketing situation ofZOOMLION industrial company environment and its macro environment. Comparingwith its main rival, the company is analyzed comprehensively by using SWOTanalysis method. On this basis, combining with the relevant research results of thecompany and using the theory of STP tools for the environmental prot ectionequipment market segmentation, the target market is specified towards which uniqueselling advice is provided. Therefore, the market marketing strategy of ZOOMLIONenvironmental industry company is made. In the last part of the paper, theZOOMLION environmental industry experience is summarized and refined. There arefour points to support its marketing strategy. Firstly, the division system should beused. Secondly, resources should be combined to set up outsource platform. Thirdly,finance leasing scheme should be promoted. Last, enterprise culture withcharacteristics of ZOOMLION environmental industry company should beestablished. Through the review of the development of China’s environmental protectionequipment industry and the innovation of the marketing strategy of ZOOMLIONenvironmental industrial company, the study has redefined the overall situation ofenvironmental protection industry and specified the target market of ZOOMLIONenvironmental industrial company by quantification of its market attraction andself-adaption. Moreover, it provides valuable strategic plan for reference in thetwelfth five-year period based on exploring product, price, channel and promotion indepth.