Study On The Differentiated Marketing Strategy Of SY Company

With the washed away boom of national four thousand billion invesment and the global financial cricis,the benefit of engineering machinery industry whole glide.In the face of delined demand,the engineering machinery industry stimulates the demand by decreasing transaction conditions.However,it leads to oversupply and firece competition,which further results in a lots of bad customers in the market and increased accounts receivable of companies.Therefore,the A Heavy Equipment Manufacturing Group faces a difficult situation.The SY company,as the only agent in Shannxi of the A Heavy Equipment Manufacturing Group,also struggles in the market because of the decreased profits and and increased accounts receivable,although its market shares and sales increase.Therefore,the SY company,as a typical representative agent of engineering machinery industry,should readjust its marketing strategy to meet the needs of existence and development.The current situation and problems of the SY company is analyzied firstly in the paper.Then,we clarify both the external and internal environment of the SY company.Also the strengths,weakness,opportunity and threats of the SY company are studied.The analysied results show that the opportunities are greater than the threats of the SY company in the current environment,the SY company can rejust its marketing strategy in the case that it has more advanteges in product,service and brand than competitors.We define the market position on large customers by market segmentstion,and further we put forward to differentiated marketing strategy based on servive-oriented manufacturing,that is intergrating products and serived,deeply mining,stimulating and controlling customer demand.also providing customers with a full range of solutions by relation marketing.What's more,the products and serives strategy,price strategy,channel strategy and promotion strategy based on service-oriented differentiated marketing strategy are determined.Finally,the four strategies,i.e.,talent choice,demand management,risk control and cost reducgion,as the implementation guarantee of differentiated marketing strategy of the SY company,are proposed.The implimentation of differentiated marketing strategy of the SY company can reduce the pressure resulting from the the capital cost and achice the profit maximization and the sustanalbe development.It as well as will play a reference role for other the engineering machinery agents,who also have increased accounts receivable and face firece competition.