Research On The Marketing Strategy Of Loader Based On The Full Competitive Environment

With the continuous development of China ’s real estate,infrastructure,power generation and other industries in recent years,its demand for loaders is also increasing.The growth of demand makes the sales of loaders in China also increase.The loader industry plays an important role in the whole construction machinery industry.Changes in the market environment require companies to dynamically evaluate their marketing strategies in a timely manner to identify problems and adjust and optimize accordingly.Since 2014,China ’s loader industry has entered a new historical period of development,and then maintained steady development.In the transition to a new historical period of development,the loader industry competition will become more intense,the market structure has changed.At the same time,it will also be close to the direction of loader manufacturing power.In this new historical development period,the loader industry mainly presents three characteristics.First of all,the market space is still sufficient.On the one hand,China ’s infrastructure construction is expected to grow for a long time,and the urbanization rate continues to rise,and the demand for loaders is not reduced;on the other hand,there is still much room for development in the international market,loader growth has new impetus.Secondly,the industry is developing slowly and steadily.As China ’s loader base and ownership are very large,and economic growth is gradually slowing,the loader industry in the future is more likely to be slow and steady development.This is an opportunity and challenge for XGCY company.On the basis of a fully competitive market environment,this article takes the loader of XGCY Company as the research object.Firstly,a review was conducted on the current research results and current status of loader marketing and sales both domestically and internationally.Based on the current sales situation of domestic loaders,it can be seen that the most promising loader in the market is still the 5-ton loader.From the development trend of loaders,the current development direction of loaders has shifted to pursuing green environmental protection,complete functions,intelligent high-end,and ergonomic adaptation.Secondly,analyze the micro environment of the enterprise.Understand the main situation of XGCY Company,analyze the advantages and disadvantages of its current development,based on the GE model analysis method,analyze the overall strength and competition situation of XGCY Company,and finally use the Boston matrix method to analyze the market situation of various products of the company,in order to provide targeted marketing strategy formulation suggestions in the future.Finally,marketing analysis methods such as PEST and SWTO were used to investigate and study the impact environment faced by XGCY company’s loaders from both macro and micro perspectives.Based on the 4Ps marketing force,corresponding opinions were proposed for the development of XGCY company’s loaders in various fields,and efforts were made to build a sales support system.By studying the international and domestic marketing strategies of XGCY’s loaders,this thesis will help XGCY to further expand its global market share.At the same time,it will dynamically adjust its marketing strategies according to the changes in the market,further improve the company’s marketing management level,enhance customers’ purchase intention and satisfaction,and thus enhance the influence and competitiveness of XGCY’s loader brand in the global market.