The Research On Marketing Strategy Of Hebei XTL Company

In China, the economy has gone through a long period of decline,began to stabilize for the better,National infrastructure investment continued, the demand for construction machinery has been released. Excavator sales as a representative of construction machinery have also been driven, the trend began to rise in the second half of 2016, for the first time in 5 years, growth has been achieved from negative to positive. Domestic excavator market share continued to exceed 50%,it is an important development opportunity for domestic brand agents.But the marketing strategy formed and implemented in depressed markets won't adapt to the new environment, There will be no adjustment to the market after the transition,There are some problems that need to be improved. In this paper, based on the past marketing strategy of Hebei XTL company, using marketing theory knowledge, using the marketing theory knowledge, aiming at its existence question, the domestic excavator is studied and analyzed in the current market environment, it can provide a good reference for the enterprise to formulate correct marketing strategy.The full textconsistsof 7 parts. The first chapter clarifies the research's the background and the significance, the related marketing theories, such as basic concept, five forces model,SWOT analysis, STP, 4P,etc. are summarized, and the technical line and frame of the research are put forward,it is the introduction. The second chapter is the company profile and marketing status analysis, the basic background of the company as an agent, the agent area,personnel, organizational structure, and the production plant of its agent products ? the marketing situation and the problems faced are introduced. The third chapter analyzes the macro environment, industry competition environment, internal financial situation,organizational resource status and the role of agent, then use SWOT analysis tools to find the company's development strategy. The fourth chapter uses the STPtheory to find the target market and locate the market. The fifth chapter analyzes the company's marketing mix,service marketing, customer relationship management and brand building, puts forward specific suggestions. The sixth chapter offers three suggestions for long-term development:organizational structure adjustment, human resources construction and enterprise culture construction. The seventh part is the conclusion, which summarizes the analysis and recommendations of this article and forms a conclusion.