Research On The Target Marketing Strategy Of SY Company In Liaoning Mining Machinery Industry

The The rapid development of our country’s economy led to the development of the mining development projects,the development of the mining to mining machinery demand increased,promoted the development of the mining machinery market,also contributed to the mining machinery market competition among enterprises.Due to the increasing variety of mining development,the demand for excavators in mining enterprises is changing constantly,presenting the development trend of diversified demand.Moreover,the industrial structure is being upgraded in China,and the speed of industrial development is obviously slow,especially the old industrial base led by the three northeastern provinces.In this big background,the enterprise significantly lower demand for excavator,a serious market surplus,resulting in a large number of idle,excavator economic slump,make some enterprises have difficulty in development,may even lead to a large number of excavator manufacturing businesses fail.It can be said that the excavator industry is in a severe winter.The survival environment is also seriously threatened by the enterprises that mainly produce the gear for the excavators.In order to get out of the dilemma,improve competitiveness,enterprises must constantly innovation,constantly adapt to market demand,development strategy,to conform to the market change in the opportunities and challenges,meet the challenge,to grasp the opportunity.In this paper,on the basis of marketing theory,in liaoning province to SY gear sales on the basis of the external and internal environment analysis,study and put forward SY gear products of liaoning regional sales marketing plan,and then to gear sales in liaoning province SY company guarantee measures are put forward,in order to in liaoning province SY company play a guide or reference role in the development of product sales work.In this paper,using literature analysis,qualitative analysis and theory with practice method for research,through the analysis of gear enterprises at present market situation,looking for factors which affect its marketing,provide reliable theory basis for this paper.Based on the modern marketing theory and the target marketing concept,the gear marketing of SY is analyzed comprehensively.This paper makes a detailed investigation on the gear sales of the company,so that the research of this paper can be supported reliably.The results of this study are as follows:First,since joining WTQ,with the continuous development of economy in our country,some of the advanced marketing theory to get the vast majority of scholars recognition in China,our country’s marketing theory has been quite mature,but in marketing excavators gear which on the one hand,market research is relatively weak,not form a strict theoretical system.The theory of excavator gear marketing is mainly focused on brand marketing,relationship marketing,channel marketing and so on,so further research is needed.Secondly,the marketing analysis of excavator gear in liaoning area of SY company is divided into two parts.The first part is the analysis of the current situation of the marketing of the excavator gear market,and summarizes its advantages and disadvantages,so as to provide better theoretical guidance for its development.The second part is the analysis of marketing environment,based on the company’s own development environment and market competition environment in liaoning region,and analyzes its overall marketing environment.Third,in this article,through the analysis of the enterprise market marketing environment,on the premise of relevant marketing theory,analysis of excavators gear enterprise marketing problems in liaoning region,and by solving these problems,to formulate conforms to the enterprise marketing strategy,to change the company’s marketing ability,improve competitiveness and market share.Fourth,in order to ensure the smooth implementation of marketing strategy in liaoning province SY company,still need some security measures,such as the change of marketing concept,establish a more excellent marketing management team,marketing risk control,capital security,etc.