Marketing Strategy Study Of I5 Series Intelligent Machine Tool Of Shenyang Machine Tools Co.,Ltd

With the continuous development of Chinese equipment manufacturing industry,China has become the largest producer of machine tools,and the largest country of consumption;but with the development of industrialization,the demand of machine tool industry to CNC,large-scale,complete development.However,due to the Chinese machine industry develops slower than the world machine tool industry.The key technology of CNC machine tool has been dependent on imports,has hampered the further development of Chinese CNC machine tool industry.Shenyang Machine Tool Co.,Ltd.(SMTCL)as a large state-owned enterprises,is the leading enterprise of Chinese machine tool industry,shoulder the development of independent technology to lead the Chinese machine tool industry to enter the world's mission.At the beginning of 2012,SMTCL spent 7 years,investment 1.15 billion RMB of funds for scientific research,successfully developed the world's first intelligent network has the function of i5 CNC system.In April 2014,i5 series of intelligent machines tool with i5 CNC system begins mass production,i5 series intelligent machine tool fill the gaps in the domestic technology,but also exacerbated the machine tool industry market competition intense trend.How to make SMTCL i5 series intelligent machine grasp the opportunity in the industry competition,to play their own advantages,avoid threats and weaknesses,through the precise marketing strategy to make the product during the promotional period quickly occupied the market and continue to expand sales,has been recognized by the industry and customers,continue improve the user's satisfaction,establish i5 series intelligent machine tool products brand,to enhance corporate brand image,and have the initiative in the fierce market competition,which is the main problem of this paper.The marketing classical theory is the foundation of the research,to the SMTCL i5 series intelligent machine tool as the research object,combined with internal environment and the external environment analysis,make the marketing strategy of i5 series intelligent machine tool,and put forward supporting measures for i5 series intelligent machine tool marketing strategy implementation,in order to improve sales and market share of i5 series of intelligent machine tool,and provide valuable experience for domestic manufacturing enterprises to promote and sell their own research and development of new products.