The Research Of Marketing Strategy For Water And Gas Drainage Rig Of CCTEG Xi’an

With the developing of market economy, how to face the change of the market competition, take the strategy to promote product sales, increase products’ market share and promote benefits of the enterprise business has become concerns which enterprises focus on,and developing the products marketing strategy also gained attention. China is a country abundant in coal resources. Coal as one of the main energy in China always occupies the important proportion, and the situation will not be changed for a long period. The production of coal mine is underground, so coal mine has to face with the threat of flood, fire, explosion and dust explosion. Therefore the quality of special equipment for mining is gives higher and more specific requirements. The State Council, the National Development and Reform Commission and the former State Ministry of Coal issued the laws and regulations, thereby the technical performance and quality of special mechanical and electrical products for coal mine is implemented strict management.Xi’an Research Institute of China Coal Technology and Engineering Group Corp( hereinafter referred to as: Xi’an Research Institute) is engaged in basic application research on water and gas treatment in coal mine. The main product which is water and gas drainage drilling rig made a great contribution to the coal mine water and gas treatment and rescue.Joining in WTO brings opportunities for Xi’an Research Institute, at the same time it also causes sale pressure for Xi’an Research Institute. The company needs to re-examine their business environment, to understand the opportunities and threats, to understand the advantages and disadvantages of itself and to adjust its marketing strategy in order to satisfy the new environment. The author is engaged in the sales and management work for many years in the water and gas drilling industry. This paper is derived from the market need of water and gas drainage drilling machine. Xi’an Research Institute is a large scientific research institute which is engaged in coal mine safety and geological exploration. This paper takes Xi’an Research Institute as the object to study the marketing strategy of water and gas drainage drilling products, in order to solve the problems which exist in water and gas drainage drilling products selling.This paper takes the marketing strategy of water and gas drainage drilling products as the research object. As the specific and empirical research object, the paper has researched its marketing strategy. According to the principles of market theory which include marketing,market environment, SOWT analysis method, target market marketing strategy and the marketing strategy combination theory, this paper analyses the marketing environment of Xi’an Research Institute, analyses the present marketing situation and problems. It also gives the guiding thought and target, gives advice for the optimization of target market and marketing strategy and enhancing product marketing.The marketing activity of water and gas drainage rig is not paid attention in company’s marketing. There is also less research about the strategy of this kind of products. According this article, it supports help for the future strategy of water and gas drainage rig of Xi’an Research Institute. On the other side, it supports strategy theories for the similar products.