The Research On Marketing Strategy For DHHI Stacker Cum Reclaimer

Since China’s reform and openingup,especially during 2000-2011,China’s machinery industry to the rapid development.Dalian huarui heavy industry group co.,ltd (hereinafter, DHHI)is the large-scale mainstay enterprise in china’s heavy machinery industry. as old state-owned enterprises,since Dalian iron-manufacturing plant (predecessor of DHHI)was founded in 1914,with its solid experience in style,by 100 years continuous efforts,its had a high reputation at home and abroad, and widely recognized by heavy industry,created over 200"first"in china,product sold to 84 countries and regions.but from 2012,there are great changes in mechanical industries environment revenue declines for the first time,the profit for selling is turn negative growth unusually in recent years, "golden period of developmenf" for 11 years is over. to enterprise,production is the important weapons to basing on the market and to win in the competition,according to the result of domestic bids recent years,the production of DHHI is good qulity and high price,it’s difficult to compete with lower price opponents, by contrast, the primary problems is the enterprises how to accelerate their restructuring,make the transition from production-orientation to market-orientation, realizing production upgrade successfully,developing scientific and effective marketing strategy.etc to DHHI and marketers.This article selects core products-"stacker cum reclaimer" as research models,analyzing selling condition of it from 2000-2014, by using marketing mix theories; target markets theories;product life cycle theories.to solve the above problems,we star with four dimensions of production/price/channel/promotion. Analyzing the existing problems of the present production marketing strategy,based on the present situation of the material handling market,the core is establish product strategy,the two tactics fulcrums are"product life cycle designing "and "market segment", proposing an effective product strategy for market leading role,this could be practical significance to enterprise actual marketing.