E Compressor Company Chinese Marketing Strategy Research

Compressor is the core equipment of chemical plant, with the development of coal chemical industry and petrochemical industry, the compressor manufacturers is facing unprecedented opportunities and challenges.E compressor company was founded in 1895 that headquarters is located in the United States, which is one of the major manufacturers of turbo machinery in the world and the leader of the global turbo machinery industry. About 50 years since entered into China, E compressor company achieved good reputation and consolidated the brand status, however the sales in the past two years has been declined, the reason is mainly due to China’s economic growth is slowing, number of new projects has been seriously reduced, combined with the compressor market demand is strongly influenced by the world’s energy market, business investment getting more cautious. At the same time, China is speed up the development of national industry, increasing the intensity of localization, product capacity and competitiveness of domestic manufacturers is increased with obvious advantages in price, has formed a certain impact on imported manufacturers. Moreover, E company itself also exists some shortage on the purchase way and channel. So in the current malaise, analysis of market conditions, make the applicable marketing strategy, enhance the comprehensive strength, is the most important topic of E compressor company.Under the guidance of marketing theory and combining with the characteristics of industrial products marketing, the paper analyzes including E compressor company’s internal-environment and macro-environment, competitors, analyzes the strengths, weaknesses, opportunities and challenges, and then makes the market segmentation, target market selection and market positioning analysis. On the basis of all these analysis, to achieve the purpose of this paper, that is using the 4 E industrial marketing theory to formulate the 4 E marketing strategy combination for E company, that is the project strategy, product value strategy, process strategy, belief strategy, including the analysis and put forward the establishing the China Procurement Center and optimizing marketing channel, escort for the way of development of E Company in China...