Research On The Marketing Strategy For Domestic Market Of Qiqihar Huagong Machine Tool Co., Ltd.

With the impact of the global economic crisis in 2012, China’s manufacturing industry overall declines, the market demand continues to shrink, the market environment changes to be complicated and the competition is becoming increasingly fierce. The whole Machine Tool Industry is facing tremendous pressures and challenges, product sales decline sharply, the situation is very grim. Such situation makes the survival and development of enterprises face considerable difficulties. In face of the ever-changing competitive environment, how to play the unique advantages of private enterprises to expand the market and maintain the sustainable development of enterprises, Qiqihar Huagong Machine Tool Co., Ltd.(hereinafter abbreviated as Huagong) has been an essential research for other enterprises. The paper analyzes the marketing environment that Huagong is facing,optimize marketing strategies and draft security measures, hope to provide a scientific theoretical guidance for Huagong as well as other enterprises through my papers.First of all, I make a comprehensive discussion on the theory of marketing strategy, then analyze the current marketing status, the existing main problems, moreover, the internal and external environment and position by SWOT tool to discern the opportunities and challenges that the enterprises are facing according to the Macro environment, industry environment and the internal environment. And on this basis, to improve the market strategies, such as the product strategy, pricing strategy,channel strategy and sales promotion strategy. In the end, to put forward the safeguards measures from the sales team building, organizational management, financial management, performance evaluation, information management and customer service management. In this paper, I put the theoretical knowledge into practice. Under the circumstance of overall downturn in the manufacturing, I analyze their own problems of Huagong and excavate new opportunities with great rationality and take positive measures such as explore market actively, increase new product development efforts, diversify and improve the level of sophisticated products, strengthen and improve marketing services, internal construction, widen sales channels; strengthen brand building, information systems, and so on, enhance competitiveness with large state-owned enterprises and find a suitable way of marketing innovation for the development of the enterprise.