Research Of Marketing Ploy For LH Construction Machinery Company

In recent years,the construction machinery industry in China has been in downturn trend for a long time,due to “Four Trillion” economic stimulus plan faded out.There is a serious decline in market demand,and the sales of new machine is down year after year.In this situation,the increased competition causes radical marketing strategy.This seriously weakens the profitability of enterprises.Manufacturer,dealer and customer are experiencing pressure: to seek a thorough reform is the trend,but how to reform is an even bigger compulsory question.LH Company is facing the same situation in China.How to reform will be key which is “the most important strategic market globally”.In addition,LH Company faces with many strong rivals,also faces with the coming of after-market,the “internet+” ways of thinking.The enterprises have to choose between upgradation and risk,it is a difficult choice.First of all,this article introduces China's construction machinery industry status and trend;also this article gives objective analysis and evaluation in different levels of the market;Secondly,this paper adopts the analytic model of PEST,SWOT and Porter's five forces,to decode LH Company's external macro-environment,internal micro-environment and industrial competition environment respectively.it analyzes the advantages and disadvantages of the existing marketing strategy.At last,it points out the existing problems and locks the essence of the problem,and puts forward the general direction of the relevant solutions.Thirdly,this paper lists the key elements which push the reform of the marketing strategy,and this paper provides theoretical guidance for the design and development of LH Company innovative marketing strategy and practice support;Finally,this paper establishes the marketing concept for LH Company on relationship marketing and service marketing.Also,considering the "Internet +" thinking model,the author tries to further enrich the formulation of LH Company's marketing strategy in innovation.To sum up,this paper provides a practical action plan for LH Company to formulate its business plan,which suggests LH Company to get rid of the current financial distress,to realize the future sustainable profit and to keep the competitive advantage.