Research On Sales Strategy Of Taiyuan Heavy Machinery Group In Globalization Perspective

Taiyuan Heavy Machinery Group Co.,ltd is the first heavy machinery manufacturing enterprise designed and built by the People's Republic of China.With China's economy entering the new normal state.As a representative of equipment manufacturing.Taiyuan Heavy Machinery Group Co.,ltd actively adapt to fierce competition situation of "domestic market internationalization,international market internalization",deal with the two-way pressure of "high-end backflow" and "middle and low-end division" of emerging economies,to study the group's international marketing strategy.It not only has important practical significance to promote the internationalization of the group,enhance its international competitiveness,but also has reference value for the internationalization development of other equipment manufacturing enterprises.This paper takes Taiyuan Heavy Machinery Group Co.,ltd as the specific research object,and designs its international marketing strategy as the research question,rely on marketing,international marketing,strategic management and other theories,closely combined with the international marketing situation and problems of the group,using SWOT,Boston matrix and 4P model,etc,conduct systematic research on international marketing strategy of Taiyuan Heavy Machinery Group Co.,ltd.The main work content of this study:(1)SWOT analysis is used to analyze the environmental strengths,weaknesses,opportunities,threats of international marketing activities.(2)Using the market marketing 4P theory,from the product strategy,price strategy,promotion strategy,channel strategy,service strategy,and team strategy,designing and optimizing international marketing strategy for Taiyuan Heavy Machinery Group Co.,ltd.(3)Based on the above results,closely integrate the current situation and problems of the group,put forward that build target market customer resource database,establish scientific and reasonable procedures,strengthen risk control,to strengthen the rights protection,expansion and maintenance enterprise resources,build perfect service system,developing international logistics and so on.The research priority is:(1)Through the analysis of the group,find the existing problems.(2)Relying on the international marketing environment of the group,SWOT analysis is use to analyze the environmental strengths,weakness,opportunities,and threats of the group,make suggestions and measures.The difficulty of this paper is: collecting data from more than a dozen companies under the group.The task of integrating and summarizing data is large and difficult to collect.This paper designs a set of international marketing strategies for Taiyuan Heavy Machinery Group Co.,ltd,includingproduct,price,channel,promotion,service and team strategy.It has certain reference value for solving the international marketing problems facing the group and promoting the international development of the group.It also provides reference for other equipment manufacturers.