The Research On Impacts Of "MAC Protocol" On XCMG’s Self-operated Export Marketing Strategy

Construction machinery plays an important role in a country’s development of infrastructure,resource extraction,and urban construction,however,due to the high unit value of construction machinery and equipment,and also the law conflicts between different nations,export financing is very difficult,and the outstanding issue is how to protect movable property.As early as 2001,the International Institute for the Unification of Private Law noticed this issue,and formulated the "Convention on the Registration of International Interests in Mobile Equipment" for high-value mobile equipment,gradually forming a series of protocols,covering aircraft,railway locomotives,space assets,mining,agricultural and engineering equipments.This policy makes the international interest registration of mobile equipment more standardized and transparent,and greatly is benificial to the development of financing business.This research takes the self-operated export of XCMG-a Chinese construction machinery manufacturer as an example to analyze the impact of the Convention and the MAC Protocol on XCMG’s self-operated export marketing strategy.This thesis uses STP and 4P model to analyze the current situation of XCMG’s self-operated export marketing strategy,and combines the international interest protection mechanism of the "Convention" to analyze its impact on XCMG’s self-operated export SWOT marketing strategy,STP marketing strategy,as well as its impact on 4P.Based on the analysis,the thesis puts forward countermeasures from the aspects of system improvement,business development,asset management,channel management,business assurance,etc.,which aims to provide ideas and suggestions for the implementation of corporate marketing strategies.This thesis has 15 figures,8tables and 80 references.