The Research On Marketing Strategy Optimization Of Handler Aerial Work Platform In Domestic

Aerial work platform is an important engineering machinery equipment which covers the scope of special purpose vehicle.It is suitable for maintenance of transmission and distribution lines in power system,Municipal road maintenance,garden system vegetation pruning,and other manned aerial work environment.With the development of social economy,the country’s requirements for standardized management of aerial work are becoming more and more strict.In recent years,the increasing market demand for aerial work vehicles has become more unique in the current environment of overcapacity in the machinery industry.Xuzhou Handler Special Vehicle Co,Ltd belongs to Handler Group,R&D and production of aerial work vehicle has been above 20 years in China.At present,it is a well-known brand in aerial work market.From 2009 to the end of 2019,a total of 8,417 units of various Aerial work platforms were produced and sold in China,and its sales volume is far ahead in the industry.However,with the increasingly fierce market competition and the global overcapacity of construction machinery,the competition among enterprises is becoming more and more fierce.More and more construction machinery enterprises begin to pursue high-profit products in the industry segmentation.As a niche market of aerial work vehicle has entered public field of vision to become the next piece of "blue sea".Handler as the industry leader,relying solely on traditional technology advantages and sales strategy can’t cope with the complex economic situation of the huge challenges.We need to improve the key marketing strategy issue as soon as possible,and make use of the traditional advantages in a large extend.What is more,developing new advantages is wise choice to deal with the current grim market situation.Firstly,this article analyzes the marketing theory,industrial product marketing theory,PEST analysis model,Porter’s five force model,SWOT analysis model,4Ps marketing theory,STP marketing theory,and literature review.Secondly,it combs the Handler aerial work platform domestic macro environment,the main competitors and the overall marketing environment of enterprise internal resources.Then,according to the SWOT theory it combs out the advantages,disadvantages,opportunities and threats faced by Handler,and points the way for marketing strategy optimization.It analyzes the key components and parts are too dependent on foreign supporting,unreasonable product line setting,slow introduction of new energy and VI products into the market;Price is relatively high,and there is no different pricing for different players in different industries;channels and promotion strategies are relatively single comparing with competitors and other issues.Combining with STP theory,the domestic market of aerial work vehicle is subdivided,and on this basis,the improved positioning strategy is found which is suitable for the later development of Handler.At the same time,applying 4ps marketing theory,marketing optimization strategy is launched suitable for Handler aerial work vehicle in domestic market.Finally,this paper puts forward four measures,such as improving the R& D input,optimizing the marketing team,improving the marketing information system,and strengthening the after-sales service system,so as to ensure the successful implementation of the above marketing optimization strategy.This paper provides a way of thinking for the marketing strategy analysis of aerial work vehicle of Handler and related construction machinery vehicle products.The significance to the company itself is that it can further increase the sales performance and operating profit of Handler aerial platforms in the domestic market,so that it can better participate in market competition,occupy the market share with the competitors,and ensure the sustainable development of the market.