Study On Company EM's Marketing Strategy Of Engineering Machinery Parts Sales

After more than ten years of rapid development,China's engineering machinery has exceeded 8 million units of main products by the end of 2019.The huge market holdings have given birth to and further promoted the development of the aftermarket of engineering machinery,especially the growth of spare parts sales.However,in recent years,China's economic growth has slowed down,the industry is facing transformation and upgrading,and the growth rate of infrastructure investment has gradually declined.In the future,the demand for new machine will continue to narrow,and the engineering machinery will enter the era of stock under the new normal economy.Under the situation that the growth rate of the machine sales has slowed down and the profit rate has declined,the engineering machinery parts market has shown a good momentum of development,and more profitable space has gradually been transferred to the parts market,which also reserves a huge development space for the transformation and upgrading of the industry.According to statistics,the business scale of spare parts market in 2019 has exceeded 200 billion yuan.Based on this,the paper puts the perspective on the spare parts market of the engineering machinery industry,and uses various methods such as literature research analysis and statistical description,and combined with the actual work,takes representative EM company as research object.The main research contents of this paper are as follows:(1)Analysis of the current situation of the marketing strategy of engineering machinery spare parts of EM Company.This paper is based on the marketing theory of 4Ps,analyzes the current status of EM company's existing spare parts marketing strategy,reveals its problems under fierce market competition,and summarizes experiences and lessons.(2)Based on the current situation,accurately evaluate and understand the macro environment and industry environment faced by EM company,as well as the advantages and disadvantages within the enterprise.(3)Clarify the choice and positioning of the target market,study the safeguard measures for the implementation of marketing strategy in terms of talents,logistics,systems,organizations,etc.,and give research conclusions and prospects.Through the analysis and research on the implementation status of EM's marketing strategy,the following conclusions can be drawn:(1)The marketing products are not rich enough.The current marketing strategy relies excessively on the maintenance parts sales,resulting in incomplete models of other spare parts,insufficient inventory,and long lead times.(2)Marketing pricing is not flexible enough.Adopting the cost-plus pricing strategy,which is based on subjective sales forecasting,but it ignores changes in market demand,competition conditions and price levels,and is disconnected from pricing goals,reducing the scientificity of price setting.(3)The sales channel is too single.EM currently adopts a direct sales model.The headquarters directly invests in the establishment of branches to distribute spare parts.However,the construction period of the direct sales branch is too long and the adjustment settings are not flexible enough to respond quickly to changes in customer needs.(4)The promotion activities are insufficient.The promotion methods are solidified,lack of innovation,and ignore the promotion of products and customer needs.In response to the above research conclusions,the following suggestions for improvement are proposed:(1)Increase the model and inventory of maintenance parts and introduce new products to expand the breadth of the product portfolio,develop the depth of the product portfolio,and enrich the product portfolio.(2)Flexibly formulate price strategy to adapt to market changes based on purchase areas,customer types,purchase records,purchase channels,etc.,and make good use of price strategy.(3)Optimize offline sales channels,expand online sales channels,add mobile truck sales channels,and quickly respond to customer needs by expanding sales channels.(4)Strengthen the promotion of personnel sales,promote online promotion,enrich the promotion combination,and promote the positive effect of innovative promotion methods.Finally,through comprehensive analysis,a series of effective and feasible safeguard measures have been formulated,relying on strengthening personnel training to promote value sales,formulating incentive policies to ensure staff stability,developing customer APP to achieve digital interconnection,improving logistics support to enhance consumer experience and increasing investment to ensure the success of the improvement.