Research On Marketing Strategy Optimization Of Sany Machinery Products

Heavy machinery industry as an important economic pillar of China’s economic development,its development speed directly affects the overall development speed of China’s economy.At present,due to the in-depth development of reform and the profound impact of international economic environment changes,heavy machinery industry has been greatly impacted,and it is urgent to realize the optimization and transformation of heavy machinery industry through its own industrial upgrading.In this paper,the domestic heavy machinery industry leading enterprises of sany heavy industry as the research object,based on the analysis of sany heavy industry faced by marketing macro environment and internal resource conditions,with the SWOT analysis of sany heavy industry during the process of marketing opportunities and challenges faced by and the company in the production and operation,the advantages and disadvantages.Then,it analyzes the difficulties sany faces in the marketing process of its mechanical products.On this basis,the design of the existing marketing strategy to optimize the program.It includes the improvement of market competitiveness of products and services,the strengthening of price advantage,the improvement of sales channel management level,the strengthening of promotion business management and the comprehensive promotion of relationship marketing.Finally,the implementation of the optimization scheme is proposed.This study is helpful to realize the optimization and upgrade of s ANY’s marketing strategy and guarantee the improvement of sany’s economic and social benefits.At the same time,the marketing of other enterprises in the same industry has important reference value.