Study On The Strategy Of Marketing SANY Roadheader

China is the largest coal producing countries in the word,there are lots of chances in Chinese coal mine machinery marketing. While the competition in this industry is comparatively not fierce at present, the development of our own coal machinery is in advantageous position. The greater of the mergence extent of national coal source is, the higher concentricity grade will be, and the coal mine machinery will progress fast as well. When we compare the three main subjects in the coal industry, namely mining, excavation and transportation, it is obvious that the profit of the excavating machinery and transporting machinery is great with small marketing scale, contrarily, the profit of mining machinery is low with sweeping marketing scale, while the marketing scale ratio of excavating and transporting machinery to integrating coal mining machinery is 15%:85%. Sany Heavy Equipment Company took this advantaged chance, and stepped in the coal machinery with roadheader as its main products seven years ago and has been rising as a new star with its great researching and manufacturing capacity, strict quality control system, wide marketing channels and brilliant after-sales service.This paper use"study on the strategy of marketing SANY roadheader"as title, Totally include five parts , such as the brief of SANY and the feature of products, current marketing situation and status, roadheader′s market partition and the enterprise position, existing environment and SANY′s developing strategy, especially the market fractionizing.Chapter 1 briefly introduces the developing history, core businesses and product characteristics of SANY Heavy Equipment and current industrial status. Chapter 2 gives PEST analysis to the company′s business environment. Michael Porter's Five Forces Model analyses in detail the company′s current main competitors, potential competitors and their marketing strategies. SWOT analysis stresses product comparison of advantages and disadvantages with competitors′. At the same time, it gives a picture of marketing characteristics and status of coal mining machinery. Chapter 3 mostly summarizes excavator′s marketing segmentation, target market selection. By inputting complete product concept, excavator′s market positioning has been clearly defined. Chapter 4 sets forth product strategy, channel strategy and promotion strategy. In addition, it brings forward innovation to marketing model, such as advisory sales strategy, and service strategy in allusion to product characteristics. It is through this chapter that SANY Heavy Equipment′s core competitive forces have been clarified---R&D and service. Chapter 5 primarily refers to framework, system, coordination mechanism, team training and management to guarantee effective implementation to marketing strategy. It focuses on interior marketing and exterior marketing consistency, namely, all for customer, to improve employee′s satisfaction and all related interests′satisfaction.This passage concludes as following, through all-around analysis and research on marketing strategy to SANY Heavy Equipment′s excavator products: the marketing planning can only become effective when all the divisions in the corporation cooperate together. R&D department designs products that can meet the customer's needs; purchase department builds supply chain and maintains effective cost control; manufacture department have to produce good quality products; marketing and service department deliver products on time to customer, and finance department ensures the fund, etc."There are no constant conditions in warfare'. Nowadays, the market for enterprises is continuously changing and being perfected little by little, while customers are more and more sharp-sighted. New strategies are increasingly developed by manufacturers to win customers, however, the market always responses calmly. There are big differences between the present market and that of five years ago, in aspects of competitive structure, ideas and behaviors of customers and the like. With the changing environment, the marketing concept changes gradually, and the target of it changes from meeting market demand to satisfying customers and building customer loyalty. Consequently, only by solution strategy and enough preparation can the enterprise keep its competitive advantage.