Shengwang Engineering Machinery Co., Ltd. Marketing Strategy Research

With the deepening of the reform of the system,many of the identity of the development and construction of economic zones,while the construction of urbanization is increasingly fierce,so for the construction machinery industry has brought significant opportunities.Diversification development of construction machinery sales company also caused the market competition is very intense,greatly increased the equipment R &D engineering machinery raw materials,marketing management,customer service service cost at the same time,more and more companies enter the market but also squeezing equipment profit margins,create more profits for enterprises also caused great obstacles,in order to adapt to the market development and the marketing competition environment,Sheng Wang engineering machinery company has the need to integrate the marketing resources,combing and optimization of the marketing management process,the innovation of enterprise marketing management and customer service service capabilities,to further enhance the market competitiveness.First of all,the paper analyzes the marketing strategy of the company's marketing strategy research background,describes the purpose and significance of the research,analyzes the company's marketing strategy research content and route,and summarizes the research methods.Secondly,this paper use the theory of marketing strategy,market marketing theory,at the same time,SWOT and Potter five two marketing strategy design tools carefully studied,good support for the analysis of Wang Sheng Construction Machinery Co.Ltd.marketing status and problems.Then,the paper research and analysis to the current situation of the development of the company,found that the company's marketing problems,these problems are mainly the company market share continues to decline,the market promotion is more and more difficult,credit risk control,service sales,not passing influence marketing personnel management difficult,poor communication,and the external environment of the industry from the company's internal conditions and summed up the reasons of marketing problems,find out the specific weaknesses and relative advantage.Then,the paper combined with the background of the development of the industry and the macro environment,using SWOT analysis tool from the bargaining power of suppliers and the bargaining power of customers,threat of new entrants,threat analysis,analysis of alternatives to existing competitor threat analysis summarizes the ability of the company,and the use of SWOT analysis,threats and opportunities,advantages and disadvantages,put forward a detailed marketing strategy,the marketing strategy adjustment assembly decision-making organization,construct and perfect technical system of strategic system and scientific formulation of marketing strategy,through the analysis of the company's existing product channels,product characteristics,industry characteristics and market demand integration,set up a sustainable development of the marketing strategy,the focused companies has human resources,logistics resources,research resources and sales channels,to achieve a refinement of the engineering machinery Marketing management of the road,to further meet the engineering machinery and equipment sales capacity and market competitiveness,to further seize the market,improve the company's profitability.