The Marketing Strategy Research On Highway Maintenance Machinery Products Of Senyuan Company

Since the nineties of last century, China’s highway constructions have developed rapidly. The future of China’s total highway mileage will be more than 8 million kilometers with the demand of the national highway development in the future. The total mileage of national highway network is expected to reach to 150000 kilometers, which will promote the rapid development of highway maintenance industry. As the highway maintenance machinery industry’s leading enterprise, Senyuan company has rich variety which are also quite influential. In recent years, a large number of enterprises have started to enter the highway maintenance industry including the large state-owned enterprises and foreign enterprises. Senyuan company is facing grim challenge. Therefore, in order to consolidate the status of the industry to maintain a high market share, Senyuan company must adjust the marketing strategy and innovate marketing strategy. This thesis aims to do a research in Senyuan company existing marketing strategy in order to find out existing problems and shortcomings. In addition, this thesis aims to integrate a set of marketing combined strategy which is suitable for the company’s status and development rules based on the original marketing strategy and help Senyuan company to improve marketing system, raise the market competitive power, seize market share and increase enterprise benefit more effectively.The theoretical basis of this thesis is 4P theory, 4C theory, 4R theory, STP theory and SWOT analysis, combined with the integrated marketing. The research methods are literature study, theoretical analysis and field investigation. With the research of Senyuan company’s present marketing situation this thesis finds out existing problems in the management of the marketing. It also uses SWOT analysis to propose strategies which should be improved in highway maintenance machinery products’ marketing, and safeguards in the marketing strategy implementation process protection, so that, it can also be used by the same type companies on the improvement of marketing.