The Marketing Scheme Design For Shenyang Heavy-duty Machinery Group Co.,Ltd

With the change of international equipment manufacturing pattern and the establishment of domestic market economic system, the market competition of heavy-duty machinery trade in China is getting fiercer than ever, a lot of enterprises are facing problems of subsistence and development. The competitions of enterprises can be shown mainly in two respects, product and marketing. How to sell the products to users efficiently and swiftly with the acceptance of users and increase of enterprise's benefit is a problem that the enterprises must try their best to study and resolve under market economic condition when its products are catering to the demand of market.This text puts emphasis on applying marketing concepts to study the marketing activities of Shenyang Heavy-duty Machinery Group Co., Ltd (SHMGC) and analyze the development opportunities and challenges it faced so as to design a desirable marketing scheme, which is more suitable for SHMGC's overall development. The whole text stresses the principle of the combination of theory and practice, points out the direction of development strategy and the measures of marketing scheme, and makes every effort to provide a more operational and practical scheme for enterprise development.The production capacity and equipment level of SHMGC, which is an old enterprise in our country's heavy-duty machinery industry, are placed in the middle reach of its kind. Just extricated itself from a predicament, SHMGC still exists a great number of disadvantages, although some products have stronger competitive advantages in its kind. Under the big environment of revitalization to domestic equipment manufacturing, SHMGC is facing not only severe challenge for subsistence, but enormous opportunity for development as well.The establishment of economic globalization pattern and development of information technology make equipment manufacturing at the beginning of 21 stcentury present some new characteristics, such as diversification of market, globalization of manufacturing, and products with high-efficient and low consumption. It is becoming more obvious for the development of heavy-duty machinery industry, which is an important component of equipment manufacturing, towards to the directions of high efficiency, large-scale, energy-conservation and environment protection. The competition is fiercer in this sector due to the relative surplus of production capacity. The main participants in domestic heavy-duty machinery industry include some large-scale enterprises such as the First Heavy Machinery, the Second Heavy Machinery, SHMGC, Dalian Heavy Machinery, Taiyuan Heavy Machinery and small and medium-sized enterprises. The products of SHMGC are mainly used in such sectors as electric power, cement, metallurgy, steel and forestry. According to the prediction for the development of the above-mentioned trade in the next few years, SHMGC's products have a larger market space. Centering on these trades, the products made by SHMGC, such as coal mill, cement mill, large-scale sintering equipment and crusher mill equipment, artificial board equipment and some new type products, have stronger competitive advantages, they are also the superior products, which SHMGC wants to make them larger than ever.If SHMGC wants to place an initiative position in fierce market competition, it must study the industrial policies of the State and the demands of future market, work out strategic measures catering to its own development, and put them into practice. The trade characteristic of fixing output quota by sales determines SHMGC to seize marketing tightly, innovate marketing modes constantly, maximize favorable factors and minimize unfavorable ones, make great efforts to expand the market share of the products, and orient the products to large-scale, complete sets and complete productive lines and realize the spanning development so as to turn it into the key enterprise in modern heavy-duty manufacturing in China with the characteristics of being advanced in the world and first-class in domestic market as soon as...