A Research On Marketing Strategy Of Agency Company Hs For Xiaosong Excavating Machinery

After50years of development, China’s construction machinery industry layout has been basically formed. Under the international economic situation together with domestic macro regulation in nearly two years, the developing pace of construction machinery industry became slow. However, as China’s latest five-year plan supporting China’s construction machinery industry vigorously, China has gradually become a global manufacturing center of construction machinery. At the same time, the12th five-year plan injected1.5trillion Yuan into Chinese construction machinery industry development of Chongqing. In February, the state council formally approved Western Development" Twelfth Five-year "Plan which showed that the national western development strategy continued to give priority to infrastructure, transportation and water conservancy.But since2011, China’s CPI remains high, inflation serious, high local debt and hot investment, all of which has slowed down the development of a large number of infrastructure projects and kept them in the shutdown or half shutdown state; Real estate is in recession, moving into the winter; Countries tightened monetary policy and the usury capital chain rupture happened frequently. Although Chongqing market once demanded a lot, the1.5trillion big cake of basic construction attracted more than30excavator brands at home and abroad to gather in Chongqing.As Komatsu general agent in Chongqing area, HS Company had an excellent market performance in2004-2004. But since2011, its market performance plummeted, with market share dropping to historic low standard, less than8%.Based on4p theories, this article creates marketing strategies such as brands, services, customers and information, and proposes the implementation plan of marketing strategy, analyzes marketing risk, provides a new research idea. As a product of market economy, engineering machinery agents have only more than ten years of development, Many enterprises are not perfect in the building of products, channels, promotion, price, staff, customer management and brand construction. Besides, their marketing abilities are very weak. Especially in the case of unstable national macro adjustment policy and unstable market demands, various problems are exposed. Therefore, this paper provides a practical significance in helping engineering machinery agents adapt to market competition and breakthrough development.This paper uses literature research, the multidisciplinary integrated analysis method, systematic method, methods of on-the-spot investigation method, combining with the analysis of HS company external environment (PSET), industry and market, internal situation (SWOT). Then, HS company’s marketing objectives and marketing strategy are established, including product strategy, channel strategy, promotion strategy, price strategy, brand strategy, customer-focused strategy, service strategy and information strategy. At the same time this paper puts forward the accounts receivable risks, brand cooperation risks, cost risk and moral risks of employees which exist in the process of HS Company in marketing. In order to control these risks, this paper analyzes the marketing environment strengthening, management of sales target and profit control, efficiency control and the methods of avoiding accounts receivable risks. Finally, in order to guarantee the implementation of the marketing strategy, this paper analyzes organizational guarantee, human security, cost security and other aspects and provides solutions.The author of this paper made some researches and exploration in construction machinery agent marketing strategies and achieved some results. However, this thesis research is still in the preliminary stage and has a lot of deficiencies and defects, remaining to be further supplemented and corrected in the future research work. The deficiencies are reflected in three aspects:(1) Due to limited market data source, this paper market data analysis is not enough.(2) The marketing strategy has a variety of combinations. This paper just put forward only eight types because of the influence of length.(3) Although the excavator market is greatly influenced by the state, according to the specific variables or predictable, the failure of providing a quantitative model in this article is also a deficiency.