Research On 4R Marketing Strategy Of QY Construction Machinery Company

With the rapid development of China's economy and society,China's construction machinery industry is booming.At present,most of the leading enterprises in China's construction machinery manufacturing industry are mainly state-owned enterprises and private enterprises.The low level of technological innovation in enterprises and the backward operating development model make products The marketing links and structural features are relatively single and do not have unique competitive advantages and potential target customers.At present,the development of the domestic construction machinery industry has transitioned to a stage of excess goods,which has changed the situation of previous commodity shortages.The cooperative relationship between enterprises and customers has undergone a huge change due to the influence of market supply and demand.Enterprises must seek innovative marketing methods,changing from one-time product transactions to marketing activities that focus more on long-term cooperation,and maintain a good relationship with customers.Partnerships and create value for customers.Based on the relevant literature and theoretical analysis,this article selects QY Construction Machinery Company as the research object,analyzes its macro,meso and micro environments,and analyzes the advantages,disadvantages,opportunities and threats of the company through SWOT,and aims at the current marketing of the company.Propose solutions one by one,use 4R marketing strategies to optimize,establish differentiated products and establish professional image related marketing strategies;through establishing long-term relationship marketing strategies with upstream suppliers,downstream customers,internal employees,and competitors in the industry,Gain a win-win situation for multiple parties;establish a customer-centric marketing concept,set up specialized product market information posts,andestablish smooth Internet information channels to increase the speed of responding to customer needs,increase customer loyalty,and occupy a long-term stable market;Make use of small profits but high sales and high value-added product return strategies to achieve a win-win situation.