Research On Marketing Strategy Of Dalian H Heavy Industry Crane Co.,Ltd.

Dalian H Heavy Industry Crane Co.,Ltd.is a typical representative of the crane manufacturing industry in China.However,in recent years,due to the macro environment and market factors,corporate sales and profits have declined.Based on such a background,the macro analysis of Dalian H Heavy Industry Crane Co.,Ltd.and the analysis of internal resources of enterprises are aimed at enterprises.Advantages and Disadvantages Developing a marketing strategy that is suitable for the company is of great significance to the development of the company.The first chapter of the thesis expounds the background of the topic,the significance of the topic,the research ideas and the technical roadmap.The second chapter of the thesis sorts out the marketing theories used in the research,and provides theoretical support for the research and development of the internal and external environmental analysis and marketing strategies of the latter chapters.The third chapter of the paper analyzes the internal environment of Dalian H Heavy Industry Crane Co.,Ltd.After introducing the basic situation of the enterprise,the paper analyzes the internal environmental technology level and production capacity of the enterprise,analyzes the internal advantages and disadvantages of the enterprise,and analyzes the problems existing in the production and operation of the enterprise.The fourth chapter analyzes the external environment of the enterprise,and uses the PEST theory to analyze the macroscopic market environment of the enterprise.It is concluded that the current macro environment has a good opportunity for the development of Dalian H Heavy Industry Crane Co.,Ltd.The Porter's five-force model is used to analyze the competitive environment in which the company is located.The analysis of the external environment also points out the opportunities and threats of the external environment to the enterprise.In the fifth chapter of the thesis,the SWOT analysis is used to formulate the strategy in line with the development of the enterprise,and the STP analysis method is used to determine the target market of the enterprise.In the specific marketing strategy selection of enterprises,the 4P theory is mainly used to improve the products,prices,channels and promotions and propose corresponding safeguard measures.After using the marketing-related theory to analyze the overall situation of Dalian H Heavy Industry Crane Co.,Ltd.,the paper puts forward feasible suggestions for the next marketing strategy of the company.