Research On The Differentiation Marketing Strategy Of The F Company

With the transformation and upgrading of China's economy and the rapid development of modem logistics industry,the domestic forklift rental industry is full of unlimited business opportunities.However,in the rapid development,the original forklift rental enterprises have to face serious of unprecedented challenges and competitive pressures which are brought by domestic logistics equipment manufacturers and foreign well-known enterprises.How to adjust the marketing strategy have been the urgent task of logistics equipment leasing enterprises.In order to survive and have an invincible position in furious marketing competitions,the modern enterprises have to maintain a lasting competitive advantage to meet the changing consumer preferences constantly.Neither world-famous nor medium-sized and small enterprises have looked the differentiation marketing strategy as an important part of marketing strategy to enhance self competitiveness and promote its own competitive advantages,as same as modem logistics leasing enterprises.This essay is based on the F company which is a typical modem logistics equipment leasing company to discuss a serious of problems on the self development and marketing situation,such as the current situation of the forklift market,the construction of laws,the supply and demand of the leasehold market,and so on.On the basis of marketing theory,this essay makes use of the case analysis method and the qualitative research method to confirm the target market and market positioning of F company.And then from the point of view of PEST principle,the essay puts forward the specific marketing strategies from four perspectives which are product strategy,price strategy,channel strategy and promotional strategy.By analyzing the market demand and the customers' regional distribution,the essay chooses the target market and set up the F company's specific marketing strategies in hoping of surviving in the fierce market and growing the business constantly.Through the case it could verify the effectiveness of the implementation of relevant market strategy,and also share the successful model and experience for other modern logistics equipment leasing enterprises.