Research On The MRO Marketing Strategy Of Sichuan CMI Company

"Made in China 2025" is the first ten-year action plan issued by China,which aims to achieve the strategy of manufacturing a strong country by upgrading China's strong productivity.Manufacturing companies no longer blindly demand to expand the scale of growth,and at the same time,industrial production has begun to implement "smart manufacturing" And "lean production".Nowadays,it is imperative to increase efficiency and reduce costs.How to do better and better at reducing costs and increasing efficiency has brought unparalleled growth opportunities to China's MRO industry(referring to non-manufacturing raw materials and services in the industrial field).At the juncture of today's economic development and the global environment,the rapid development of 5G applications and business interconnection technologies has changed the business model of MRO trading companies.Based on the above-mentioned current situation,this paper starts from the characteristics of MRO industrial products,and uses Sichuan CMI Company as an example to sort out the application of MRO industrial product marketing strategy and analyze its limitations.At the same time,it summarizes CMI's MRO marketing strategy improvement measures.The research on CMI company provides reference for the improvement of MRO industrial product marketing strategy for the same type of enterprises in the industry.The main research contents of this article are as followed:(1)To make the theoretical analysis of MRO industrial product marketing through the collation,research,review and reference of prior marketing theory,and to explain related theories and definitions of professional terms involved in the thesis and to form the theoretical framework of MRO industrial product marketing.(2)Based on the domestic and overseas related MRO marketing systems,using the PEST method and the Porter Five Forces Model,a comprehensive analysis was conducted from the macro environment and industry competition environment of the CMI company.On this basis,this article further analyzes the problems that occurred in the marketing of CMI companies through the 4P theory of marketing and its expansion,and puts forward the traditional marketing model of MRO industrial products sales companies represented by Sichuan CMI Company has adhered to the traditional marketing model.It was found four problems,of which are out of touch with the market development.Lack of excellent marketing talents and slow development of new markets.Disregard the maintenance of existing customers,and old customers are gradually lost.Abandon the emerging publicity channels,and the promotion work is not in place.(3)Proposed measures to improve CMI's MRO marketing strategy.Combined with the STP theory,through the feasibility analysis of CMI's MRO marketing strategy,combed CMI's guarantee measures to achieve these marketing strategies.The feasibility of CMI's MRO industrial product marketing strategy was determined.In response to the above research content,this article proposes CMI's MRO marketing strategy improvement measures:(1)Properly segment the market and clarify the company's product customers;(2)Clarify the real needs of customer in the target market;(3)Use big data to increase price competitiveness;(4)Strengthen customer marketing interaction and establish consumer habits;(5)To apply e-commerce to achieve precision marketing;(6)Strengthen employee skills and improve their marketing capabilities;(7)To optimize sales incentive programs to accelerate corporate transformation;(8)To promote offline Integration of marketing channels and online channels;(9)To learn from successful cases and adapt to the pace of network development.This article proposes that CMI's MRO marketing strategy improves the guarantee conditions: First,make good use of national support policies.Second,to strengthen the technical capabilities of enterprises.Third,to consolidate the high-quality talent reserve.