Research On Market Positioning Strategy Of C Brand Excavator

Chinese excavator market has become one of the most important markets in the world,both in scale and output.As the most widely used construction machinery,excavator industry prosperity is closely related to macroeconomic activity,and the decline of macroeconomic will lead to the decline of industry prosperity.The downstream demand for excavators mainly comes from fixed asset investment in real estate,water conservancy,railway and highway,construction and mining industries.When infrastructure construction is carried out in an all-round way,the demand for excavators is strong.When infrastructure construction runs smoothly or scales down,excavator demand is bound to be affected.At present,the development of China’s excavator industry is facing an awkward situation.On the one hand,the output and quality of excavator products are constantly improving,and on the other hand,the excavator sales market has basically hit bottom.From the perspective of market demand,Chinese excavator consumption market presents a bipolar situation.Although,excavators with relatively low technology content and cheaper price occupy most of the market share.While,with the upgrading of consumption and the increase of special application conditions,high-end excavator sales growth is fast,and there is a large room for growth.Brand C excavator,as an international brand with a century-old history and the gold brand of "King of mines",is facing the dilemma of declining performance and market share.For leading excavator brand,accurate market positioning is indispensable to the growth and profit in the high-end excavator market.Similarly,for C brand excavator,whether it can lead the market again,win the favor of customers and reverse the unfavorable market situation,market positioning has become the key,which is also an important topic to be studied and solved urgently for national excavator brands.It is precisely because of the important position of C brand excavator in the industry that studying its market positioning and optimization strategy has benchmarking and leading significance for the whole excavator industry.Based on STP theory and diamond chart positioning model,this thesis systematically studies the market positioning of C brand excavators in Sichuan Province by using questionnaire survey and interview methods.Firstly,the necessity and urgency of market positioning of C brand excavator are analyzed and discussed from the macro environment,industry environment and internal environment.Then,based on the SWOT perspective,the market positioning status of C brand excavator is reviewed,and the problems and shortcomings of C brand excavator in the process of market positioning are summarized and analyzed.In addition,questionnaires and interviews are used to confirm the objectivity of market positioning problems,and provide first-hand information for the formulation of market positioning optimization strategies.Finally,it presents the specific strategy to optimize the market positioning of C brand excavator and the relevant safeguard measures to ensure the implementation of the strategy.The main research conclusions of this thesis are: The market positioning of C brand excavator is fuzzy,the selection of target market is too wide,the selection of market positioning point and the setting of competition objective are wrong,and the market positioning communication is not in place.Therefore,the market positioning of C brand excavator needs to be optimized and upgraded urgently.On the basis of determining the target market,this thesis chooses brand history as the main positioning point.Differentiated service as a supplementary positioning point to fit the mind of consumers and form an effective separation from competitive brands,so as to establish a stronger brand image among target consumer groups.The research results of this thesis not only provide constructive suggestions and guidance for the market positioning of C brand excavator,but also provide reference and enlightenment for the market positioning and development of domestic and foreign excavator brands,especially national brand excavators.