Research On Kardex’s Marketing Strategy

In recent years,China’s logistics industry has developed rapidly,and the degree of automation and information technology has been continuously improved.The intelligent logistics automation equipments that integrate logistics information technology and automation technology are rapidly developing.The intelligent warehouse logistics automation equipment is numerous due to the high efficiency of its operations.A large number of applications have been applied within the enterprise,and the manufacturing warehouse system has gradually moved away from the traditional deployment method,and has developed in a more lean and intelligent direction.China’s logistics costs account for a much higher proportion of GDP than developed countries such as Europe,the United States and Japan.It is a future trend to reduce logistics costs by developing intelligent logistics automation equipment.In 2017,China’s intelligent logistics system market exceeds 50 billion markets,and the demand for intelligent logistics automation equipment market is huge.At the same time,competition is gradually increasing.In the face of fierce market competition,most enterprises gain market competitive advantage through the manufacturing cost and technical ability of products,often ignoring the importance of marketing and management,and restricting the expansion of enterprises to a certain extent.Therefore,paying attention to manufacturing On the basis of cost and technology,it is especially important to improve the ability of corporate marketing work.Kardex Logistics Equipment Co.,Ltd.is a German company with a history of more than 100 years.Although it is very competitive in terms of product technology,it is a foreign-invested compa-ny facing the domestic marketing environment and many domestic and foreign competitors.Faced with many challenges,for Kardex,developing a correct marketing strategy,increasing market visibi-lity and market share is the focus of business operations.Based on the marketing strategy theory,this paper uses STP and PEST analysis methods to fully analyze the market positioning and business environment of Kardex products,and combines the company’s market conditions and market competition situation,using SWOT tools to analyze Kardex.The company’s existing domestic marketing strategy status,and from the product strategy,price strategy,channel strategy,promotion strategy and other aspects of the company’s marketing mix strategy optimization design,proposed for the development of Kardex’s marketing strategy in China,to achieve The Chinese strategic goals and business objectives formulated by Kardex are used as reference.