A Research On Marketing Strategy Of Construction Machinery Networked In ZL Company

With nearly two years after the financial crisis the global economy has stabilized, in the "capital growth, structural adjustment" of economic development policy, macro-driven to a consumer shift from investment-driven to optimize the development of secondary industry tertiary industry, the real estate industry, cooling infrastructure, construction machinery market demand down. Traditional marketing business model has been difficult to sustain, the blind pursuit of market share, the aggressive competition in the market strategy is not sustainable.This paper aims to explore construction machinery enterprises in the new market environment, how to adjust their marketing strategy, from the traditional "direct or agent" mode to "network marketing model for the pilot direct marketing agency combining" new marketing model.Firstly, the current situation and characteristics of China's construction machinery market, analyzes the status of the four issues ZL marketing, combined with the characteristics of network marketing through market positioning, we proposed the introduction of the feasibility of the construction machinery industry of network marketing.Secondly, the paper describes the lead network marketing model engineering machinery marketing mix strategies new marketing model. From the aspects of the brand, product, price, promotion, channels, service and detailed analysis of the practice of the new marketing model and how to implement the theoretical feasibility of the layout.Furthermore, because the network marketing applications in the construction machinery industry is still exploratory stage, the paper further ZL from the company's existing organizational structure starting, designed to practice the functions of network marketing organizational structure, and analyzes the network marketing several related the key functions of the departments, and put forward a number of existing public micro-channel, micro-mall operators make improvements ideas.Finally, marketers from the perspective of human resources work analysis, personnel training mechanism innovation, the simple design of the manager's net sales performance evaluation mechanism for construction machinery explore network marketing provides a more comprehensive strategic implementation plan.