Research On Marketing Strategy Of Ningbo HT Welding Robot Company

In recent years in China,the human resource structure is unbalanced,the average salary in society is increasing,the supply side reform acceleratingly eliminates outdated productions,and the COVID-19 epidemic has lasted for years.Under these circumstances,the manufacturing industry in China continues receiving upgrades towards automation and intelligence,and the industrial robot industry grows rapidly.China has already been the largest industrial robot market in the world for seven consecutive years,and is ranked among the top tier in the world in terms of accumulative installation and growth rate.The huge market potential has created opportunities for the development of industrial robots in China,but has also resulted in fierce competition within the industry.Most domestic industrial robot manufacturers lack core technologies,which leads to homogeneity,plagiarism,and intensified price war.On the contrary,foreign industrial robot manufacturers have great advantages in terms of technology,market,and brand,and thus dominate the market and are gaining more and more market shares through agents and/or sole proprietorship factories.The research object of this thesis is Ningbo HT Welding Robot Company(the Company for short).After three years of development,the Company currently has difficulty gaining more market shares,trouble highlighting its competitive advantages,and different problems in products,prices,channels,and so on.For example,its products cannot meet customers’ needs,its development strategies are outdated,its manufacturing cost is high,its capital chain is problematic,and its sales channels are limited.These problems also reflect the root issues such as unclear competitive strategies and lack of strategy validity.In these cases,it has become a crucial problem for the Company on how to scientifically analyze and formulate marketing strategies and how to effectively implement the strategies in order to help the Company consolidate and expand its market share in the severe competition environment.This is also a common problem that is faced by small and medium-sized domestic industrial robot companies.This thesis first reviewed the development history of industrial product marketing theory,analyzed the theory,and studied the marketing strategy of branded robot products from an empirical point of view.Second,it analyzed the internal and external environment of the target company from three dimensions:the macro environment,the medium-view industry,and the micro enterprise,according to the marketing strategy analysis framework(PEST and Porter’s five-force model);and based on the discussion of the Company’s marketing status,it pointed out the problems in the marketing management of the Company.Next,it conducted qualitative and quantitative analysis of the Company’s marketing strategy decisions using the SWOT-AHP model.After that,according to the direction of the proposed strategies,it provided strategies for improvements from four aspects: product,price,channel and promotion,using the 4P marketing framework.Finally,it presented strategies to ensure the implementation on the following aspects: the organizational structure,the human resource,the capital policy,the research and development of technology,etc.Based on the ideas mentioned above,according to the transformation strategy that best fits the Company’s current situation,this thesis proposed the following suggestions: the Company should protect the base of the market demand of the“general” industry,boost the growth in the “segmented” market,offset the price disadvantage,resolve the financial pressure,focus on service and warranty,refine operating channels,enhance brand influence,and extend the Company’s business into diversified fields.Combining theory with practice,this thesis led to the conclusions above,which have practical value,and provide guidance for the Company to enhance the competitive strength,improve the operating efficiency,and achieve sustainable and high-quality development.