Sany Heavy Industry Marketing Strategy Optimization Case Study

The construction machinery industry is an important sector of our national economy, but also the depth of the current international economic adjustment by China’s economic shift as greater impact on the industry, needs to be upgraded through innovation-driven transformation. In this paper, one of the industry’s leading companies- Sany for the study, in order to diagnose and optimization Sany marketing strategy for the theme, with Porter’s five forces model, PESTG and other research tools, through the integrated use of qualitative and quantitative analysis, induction and deduction, normative research and empirical research and other means and methods, Sany internal(micro-environment) have the human resources, financial resources, technical resources, brand resources, marketing capabilities, the ability to maintain the angle of judgments brand resources and capabilities, summed up the opportunity to participate in market competition and challenges Sany advantages and disadvantages faced on the basis of focus on the shortcomings of the existing Sany marketing strategy, especially intensively been reconsidered considered to be an important success Sany credit marketing, aggressive marketing strategies of gain and loss, pointed out: Sany marketing system should be established as soon as the credit performance evaluation model, full control of the various factors that influence the marketing of credit, defuse risks and pressures. Sany exist for overcapacity problem, a feasible proposal innovative transformation. For Sany "pursue marketing number, ignore marketing quality", "pay attention to market share, contempt profit targets" tendencies, put Sany should change the marketing concept to both market share, profit contribution to the goal, through customer management, Large data service and marketing and other aspects of innovation, optimize and improve marketing strategies.