Research On Marketing Strategy Of Hunan Zhongda Chuangyuan CNC Equipment Company

With the development of China’s gear industry, and the support of national industrial policy, high-end gear machining equipment manufacturing industry is facing great opportunities and challenges. Whether the enterprise of this industry are prepared for a sound marketing strategies are very important for survive of enterprise. In this thesis, we take Hunan ZDCY CNC equipment Co., Ltd as the research object, by use of marketing theory, brand management theory and strategic management theory, ZDCY’s Marketing strategy is studied.Based on the study of domestic and international marketing management theory, we first analysis the macro environment and micro-environmental of ZDCY, we find that ZDCY have the advance of technical support both in home and abroad, and gear industry is having a high-speed development opportunity. There are also some obvious advantages of ZDCY, like the unfamiliar of brand, protectionist restrictions, market competition and other threats; Secondly we analysis the marketing resources of ZDCY; And then, on the basis of target market selection, combined with the characteristics of this equipment industry, like channel fixed characteristic, we studied4P strategy of ZDCY using comparative analysis method, drawn up that in order to improve it’s marketing performance, ZDCY should differentiate its products strategy, use competition-based pricing strategy and multi-style portfolio-based marketing strategies. To ensure the implementation of these marketing strategies. The Paper Puts forward four implementation Point of the recommendations, including improving Products brand image, enhancing ZDCY cost controlling and so on. Finally, the content of this research is summarized, and the deficiency of this research is Pointed out.