Study On The Marketing Strategy Of Veric Company Machine Tool

With the rapid development of China's economy,the demand for CNC machine tools has been increasing year by year,which has greatly promoted the rapid development of the machine tool industry.The development of the industry promotes the increasingly fierce market competition.The enterprises in this industry pay more and more attention to the marketing,and the marketing strategy of an enterprise is in line with the actual,reasonable and effective.It is an important guarantee for the enterprise to enter the target market,expand the sales and realize the business goal of the enterprise.The Warwick company studied in this paper is a domestic manufacturing and selling CNC machine tool enterprise.Facing numerous competitors,how to successfully marketing the machine tool of Warwick company is related to the practical interests and future of the enterprise.Therefore,it is of practical significance to study the marketing strategy of the company's machine tools.In this paper,Veric object of study,through literature analysis,comparative analysis and case study,combined with the actual situation of Veric company,according to the analysis of Veric company's marketing environment,according to the analysis of the current marketing strategy of the company,on the basis of machine tool companies marketing strategy is determined,and the implementation of security measures.This thesis includes five parts: the first part of this paper introduces the research background and significance,research status,research contents,ideas and methods;secondly elaborated the concept of marketing,the marketing tool of five forces model,STP theory and 4PS theory combined with the actual situation of the market;thirdly,Veric,using five forces model analysis of the company's competitive environment,and then analyzes the company's competitors,and from the aspects of marketing organization resources,financial resources,marketing activities and marketing strategy mode on the company's internal resources environment were analyzed;on this basis introduces the status quo of the company's marketing strategy,analyze the existing problems;finally,based on STP positioning for the company,from the company to optimize the design of machine tool products,price,marketing channels,marketing and other aspects,and from Marketing organization,marketing resources and marketing management support are put forward to implement corresponding safeguard measures.The main conclusions of this paper are as follows:(1)the standardized product strategy implemented by Warwick company can not effectively meet the actual needs of the customers,the pricing strategy with a single price and the low price ratio,the unobstructed marketing channel and the simple and simple promotion means.The original marketing strategy has not adapted to the current development trend of the company,and it is urgently needed to be adjusted.Whole.(2)the market positioning of the company is: on the basis of consolidating the middle and low end market,the CNC machine tools should be positioned in the high-end market to improve the quality of the enterprises and products.(3)the company optimizes the marketing mix based on 4PS theory,which includes the implementation of a customized product quality strategy and a "tailored" product service strategy to meet customer needs.The price strategy includes: implementing brand pricing strategy and "cost-effective" price strategy,in order to improve the cost performance of products and services.Channel strategy includes: implementing traditional channel strategy,expanding supply chain and implementing network channel strategy to provide convenient network marketing experience.Promotion strategies include personnel promotion,marketing promotion,advertising promotion and public relations promotion.(4)the company puts forward three aspects of the implementation of safeguard measures,that is,to adjust the organization of the company marketing organization and strengthen the organization of the organization of the organization of the network security measures;strengthen the fund support and human resource management of the resource protection measures;strengthen the management of brand management and customer relationship management measures.