Study On The Marketing Strategy Of Kunming Machine Tool Limited By Share Ltd

After China's accession to WTO,the face of economic globalization tide rushing,corporate management more complex business environment,competition is more intense.They will have to face the global market,to be on a larger scale and space,with a strong,clear competitive advantage internationally renowned multinational companies,to compete in the same starting line,and the same conditions.As a large state-owned enterprises,Kunming Machine Tool Co.,Ltd.is located in the CNC machine tool manufacturing industry is also faced with great opportunities and challenges.Whether companies can follow the historical trend,seize opportunities,meet challenges,seize vital role to develop their own marketing strategy for the future survival and development of enterprises played.China's machine tool industry as the Chinese economy,basic industries,is to support the cornerstone of the entire industry and national economic development.Machine tool manufacturing machines are machine tools,basic equipment as the equipment manufacturing industry,is the basis for the foundation.But in recent years,China's machine tool industry is affected by both the global economic downturn and domestic industrial policy adjustments,appear to decline significantly,in the form of a very grim.In this context,this paper Kunming Machine Tool Co.,Ltd.for the study,with domestic and foreign influence theory and strategic management theory as the theoretical basis,taking SWOT analysis,research and analysis of Kunming Machine Tool Company Limited marketing strategy this topic.Papers with detailed examples and rich data,reviewed the development of Kunming Machine Tool Co.,analyzes its strengths and weaknesses internal environment,external environment and its opportunities and threats made on the basis of Kunming Machine Tool Ltd future strategic choices and strategic vision of marketing strategy,and the implementation of this strategy countermeasures.This paper is divided into seven parts:The first chapter is an introduction.This chapter introduces the selected topic basis,the research goal and the significance,also summarizes the current status of research on the domestic and foreign related enterprise marketing strategy,and provides a theoretical foundation for the following chapters,finally expounds the research content and methods of this paper and put forward the basic frame structure of this paper.The second chapter is the analysis of the machine tool industry environment.Grasp the macro environment from the overall through the analysis of four aspects of politics,economy,industry of machine tool technology and the law,and to evaluate the effects of these factors on the formulation of marketing strategy and the marketing strategy target.The third chapter is the main body of this study Kunming machine tool Limited by Share Ltd are introduced,and combining with the current situation of the enterprise,using SWOT analysis tools,resources and capacity to the enterprise itself is studied comprehensively and systematically,so as to understand the development of enterprises are facing those opportunities,but also by the challenges and threats of what,laying the foundation for the formulation of the corresponding marketing strategy.The fourth chapter is the main products and competitors of the Kunming machine tool Limited by Share Ltd is analyzed,the analysis of the current company's products in the competition's strengths and weaknesses,so as to provide reference for the optimization of the company's marketing strategy.The fifth chapter is the Limited by Share Ltd of Kunming machine tool marketing strategy to optimize the design of the market segmentation,target market selection,market positioning and target customers to determine the detailed research,finally made a series of marketing combination strategy.The sixth chapter is to introduce the safeguard measures in Kunming machine tool Limited by Share Ltd marketing strategy,achieve consistent,ensure the realization of the strategic goal of the activities necessary to effectively.The seventh chapter is the conclusion and prospect.Through the above analysis,summarized the main conclusions of this paper,and on this basis puts forward the deficiencies of this thesis and future research suggestions.