Research On Marketing Strategy Optimization Of Sany Heavy Industry In India

With the deepening of economic globalization,Chinese enterprises often need to adopt targeted marketing strategies to adapt to the local market conditions in order to achieve their strategic objectives in the face of the impact of many environmental factors in the international market.The current grim inte rnational situation,coupled with the impact of the epidemic,has seriously affected the export trade of heavy equipment.As a well-known heavy equipment manufacturer in China,Sany Heavy Industry is right to focus its marketing strategy on the internation al market under the situation of relative saturation of the domestic market and downturn of real estate.It is consistent with “Go global”,“one belt,one road” and other national policies,and is in conformity with its own international strategic goals.Aiming at the internal resources of Sany Heavy Industry Co.,Ltd.and the current situation of Sany India Company,this thesis proposes to redefine the target market in India,divide the market into developed regions,backward regions and other regions,and formulate targeted marketing strategies and channel sales models for the main equipment types,economic characteristics and agent characteristics of local market demand.At the strategic level,the thesis puts forward to follow the "one belt,one road" strategy,which has the impact on the countries along the line.It has grasped the major project’s periodic and long-term demand for equipment,adopting different marketing modes to solve the problem of enterprise financial risk and expand sales volume.At the product level,the thesis presents the idea of increasing the types of local production equipment in Sany India,focusing on the production of products with low technical content,high market demand and rapid growth of equipment demand in the future,so as to solve the problems of the high cost of material and imported equipment‘s unit price.At the technical level,it is proposed that both Sany Heavy Industry and Sany India Company shouldcarry out technical alliances with international heavy industry enterprises,which can not only promote the healthy market competition,but also realize the technical complementarity of products,avoiding the vicious competition of the same type of products.Meanwhile,it promotes the cultivation and circulation of talents,solves the problems of talent competition and development,offering sustainable competitiveness for enterprises.In addition,it clarifies the strategic objectives of the enterprise,makes correct decisions and implements them effectively,and rachieves the consistency of globalization strategy.Based on the research on the marketing strategy of Sany Heavy Industry in India,this thesis can solve the problems of the existing marketing situation in India,improve the influence and share of enterprises in the Indian market,and provide solutions for the sustainable development of Sany Heavy Industry in the Indian market.Therefore,This thesis can not only solve the problems of Sany itself but also provide some useful references for similar enterprises in interna tional market development,and offer research cases to for promoting Chinese enterprises to implement the "Go global" strategy.