Research On Marketing Strategy Of D Machinery Manufacturing Company

In the post epidemic era,small and medium-sized manufacturing enterprises encountered some difficulties.The price of raw materials increased,the supply cycle increased,labor costs increased,production capacity decreased,and the demand for traditional products market became saturated.The market demand for large machine tool manufacturing equipment decreased,which led to the decline of comprehensive profitability of manufacturing enterprises.Facing the fierce and complex market competition background,the Ministry of industry and information technology,combined with the development characteristics of China’s manufacturing industry,emphasizes that enterprises should adhere to the concept of "specialized,special and new",realize specialization,refinement,characteristics and novelty in the production and operation process of manufacturing enterprises,and comprehensively improve the core competitiveness of enterprises.In order to promote enterprises to realize the development mode of "specialized,special and new",the Ministry of Finance and the Ministry of industry and information technology also clearly pointed out that more than 10 billion RMB of subsidy funds will be arranged before 2025 to support the high-quality development of national "specialized,special and new" enterprises and form important support for the optimization and upgrading of industrial structure,advantages of manufacturing enterprises and brand building of manufacturing industry.Meanwhile,manufacturing enterprises need to carry out the marketing work scientifically,build a perfect marketing strategy system and further form a full attraction to target customers through diversified marketing means.Taking D machinery manufacturing company as the research object,this thesis summarizes the current marketing situation of D machinery manufacturing company,and finds that D machinery manufacturing company has poor marketing performance and obvious customer loss in recent years.The reasons are insufficient product competitive advantage,declining comprehensive income level,too single sales channel.The poor influence of promotional activities makes the marketing activities of D machinery manufacturing company difficult to meet the requirements of market competition.Combined with PEST,Porter’s five forces model and other analysis tools,this thesis analyzes the external marketing environment of D machinery manufacturing company,lists the main competitors of D machinery manufacturing company,and finds that the market competition faced by D machinery manufacturing company is relatively fierce.With the help of SWOT analysis tool,D machinery manufacturing company should give full play to its competitive advantage in the marketing process.Combined with the results of STP analysis,this thesis puts forward the marketing strategy of D machinery manufacturing company from four aspects: product,price,channel and promotion.In order to ensure the marketing effect of D machinery manufacturing company,this thesis puts forward the guarantee measures for the marketing activities of D machinery manufacturing company,and is committed to comprehensively improving the marketing level.Through this research,D machinery manufacturing company can further optimize and upgrade its product structure,form a "specialized,special and new" product structure,fully attract different types of customers with pricing strategy,enrich promotion means,build online and offline collaborative marketing channels,and further improve brand influence and competitiveness.It will be helpful for the sustainable development of D machinery manufacturing company,so that D machinery manufacturing company can further grasp the target customers and better participate in the market competition of machine tool industry with the help of scientific marketing means.