The Research Of Marketing Strategy Of SANY's Roadheader Products

It is getting increasingly concerned today about the green economy. China is taking full implementation of the scientific development of national energy resources. As a major coal-producing country over the world, China sets the policy to promote the establishment and integration of coal mining enterprises. Thirteen coal production bases have been established to propel millions of tons production or larger mines construction. Large-scale production of coal demand for the product shows a steady growth trend as well as the market potential.Sany Heavy Equipment International Co., Ltd. (Sany International for short) sets the roadheader as the primary products to enter the market. By puting huge investment to set up research and development center, setting up high standard production line and strict quality control system, and running using innovative marketing and service strategies, the company has grown as the bellwether in the roadheader industry in seven years of arduous development.This paper consists mainly five major areas: analysis of political and economical factors of industry and market competition environment, characteristics of the company and roadheaders and marketing condition analysis, marketing segmentation and product positioning, strategic planning of enterprise and guarantee of the marketing strategy. Body of this thesis is divided into four chapters. The first chapter has briefly described the characters of products and development progress of Sany International. Chapter two analyzed inner and outer environment of the industry, clients and competition situations, precisely presented target market selection and product positioning of Sany International roadheader, and also analyzed current marketing conditions of Sany International. Chapter Three mainly describes the 4P product knowledge of product marketing: product strategy, pricing strategy, channel strategy and promotional strategy for building a strong brand and promoting the key customer management capabilities. Chapter Four is mainly designed to ensure the high effective implementation of the organization setting and coordination mechanisms refinement, and to improve service ability, team training and management quality to ensure the implement of company marketing strategy.By analysis and research of Sany Heavy Equipment International Limited roadheader product marketing strategy, the author believes that Sany International has to fully understand the industry and market characters. Sany International needs to target market segmentation, set up a reasonable position to develop differentiated products and meticulous management channels and to carry out a unique brand marketing strategies to suit different markets, different types of customers and different market segments requirements. Sany International must be well prepared to increase R&D, manufacturing, and service efficiency. It has to improve key customer management and service system. Also, to cultivate high-quality marketing management team to maintain a competitive advantage over the competition in the market, so as to enhance customer satisfaction and loyalty.Nowadays, as the economy and information technology is getting highly developed, the market is becoming more mature and more segmented. New manufacturers continuously join into the market which makes the market competition environment always changing. In the mean time, the customers are becoming shrewder. As market environment changes, the idea of marketing is constantly updating and spreading, and idea of coal mining machinery manufacturers also changes a lot, from passive waiting to active attack. Coal mining machinery manufacturers attract customers and fit customer needs by announcing new products using effective marketing strategies so as to increase market share and enhance operation ability of enterprise.This paper tends to give a reference for coal machinery industry's marketing strategy by analyzing case study of Sany International roadheader marketing strategy.