| With the orderly and healthy development of China’s capital market,the strategic management of enterprises in various industries is also at an increasingly mature stage.Cummins Engine(China)(referred to as Cummins China)is also in the midst of a rapid development of the engine industry.In the 1980 s and 1990 s,Cummins(China)was once the leader in the engine industry,and even the iconic flagpole of the industry’s development,especially in the diesel engine industry introduced by foreign capital.After the economic development to the 21 st century,domestic independent innovation engine brands have sprung up,and some enterprises such as Shangchai,Zhongyou Jichai and Wuxi Power have made remarkable progress in technological development.At the same time,well-known foreign brands have also entered the Chinese market,and there is more and more quickly development momentum in domestic development.At this time,Cummins(China)will inevitably face the dual pressure of the domestic and international engine industry,Cummins(China)wants To seek sustainable economic development,we must adjust our development strategy and further determine the future direction of development.On the basis of learning marketing theory,this paper combines the basic theories of related project management,and combines the actual development of Cummins(China)adopts and studies some theoretical problems in marketing,and uses the project.The basic theory of management adopts the research method of data comparison and theoretical practice in the big data environment draws on the domestic and international research on the marketing strategy of the engine industry,based on the research object,and carries out the development strategy of Cummins(China)itself for the further exploration.Firstly,it is necessary to analysis the marketing strategy of Cummins(China)development at this stage.Under the development stage of the internal and external environment,the "4R model" and the "five-force model" are used to scientifically and reasonably analyze the problems and risks of the company’s marketing development at this stage.At the same time,based on the internal development,the matrix analysis method is used to study the internal development of the enterprise,and further clarify the advantages and disadvantages of the enterprise in the industry.Secondly,Cummins(China)’s next stage marketing strategy formulation and implementation.On the basis of Cummins(China)’s current development strategy and marketing strategy research,the company’s current development direction is clarified,and the next stage of marketing strategy is formulated with the help of SWOT analysis and quantitative matrix analysis to promote further the development of company.Third,the disadvantages of cummins(China)marketing strategy in implementation.New problems will inevitably arise in the implementation process of the new plan,mainly including the unsound satisfaction survey system in customer relationship management,the insufficiency of marketing personnel performance assessment methods,and the insufficiency of domestic market service convenience.This paper focuses on providing reference research Suggestions for these three problems. |
