Research On Marketing Strategy Of WT Auto Painting Equipment Company

Coating is an important link in the surface manufacturing process of construction machinery products.It not only has basic quality functions such as rust and corrosion protection,but also has other functions such as product protection and decorative performance.As people's living standards are getting better and better and environmental awareness is being strengthened,more and higher requirements are put on product coatings.As a coating processing equipment,its market demand is also developing rapidly.As a branch of the coating industry,paint spraying equipment has seen a rapid increase in market demand.At the same time,there are more and more suppliers developing such equipment,and competition is becoming more and more fierce.Companies in each market want to formulate appropriate marketing strategies and expect to gain more market share and gain more profits in the market.This article takes WT's automatic painting equipment as the research object,and analyzes and studies its marketing strategy.The paper first introduces the research background and significance,main content,research methods,etc.,which plays a programmatic role in the full text;secondly,reviews and summarizes the relevant literature,including a summary of marketing theory,a summary of industrial product marketing theory,etc.,to provide the theory for the full text Support;then,through investigation and understanding,analyze the marketing status of WT company from the aspects of channel construction,promotion methods,pricing,products,etc.;then use PEST and Porter's five-force model to analyze the external environment of WT company and find the automatic painting equipment industry The market demand is gradually increasing,and the homogenization competition is fierce;the SWOT analysis method is used to sort out the advantages,disadvantages and opportunities of WT companies,and the WO marketing strategy is more suitable for WT companies;finally,the STP theory is used to position the WT company market as "smart "The paint spraying solution provider" formulates marketing strategies for WT based on 4P theory,including:product differentiation,flexible pricing methods,multi-channel market development,promotion and innovation,etc.,and hopes to enhance the market competitiveness of WT's products and improve the market Share and increase profits.