The Marketing Study Of VM Company's Rubber Machinery Product

The rubber and tire industry is entering a mature period in China. The needs of customers are also becoming diverse. So how to segment the product market and choose a proper target market has become the core of the enterprise marketing strategy analysis. VM is a Holland company, which has entered into Chinese market for more than ten years. How to make a successful market segmenting of rubber machinery and how to meet the needs of customer is a relatively new and important subject.This article is divided into five chapters and takes VM as the study object. First the article introduces the study background, the contents and the purpose of this paper. It also gives a brief introduction of the newly development of the marketing theory in the world, such as market segmentation, market positioning,4P,4C and 4R marketing theories. In Chapter 3, it gives an introduction on VM and its rubber machinery products. It also points out the problems existing in current marketing. In Chapter 4, the author has made a deep investigation on the current problems faced by VM. Based on the thorough analysis on the company, the author also gave the proposal of marketing strategy for achieving a sustainable development of the company. At last, the article gives some suggestions on the application of the combination of marketing mentioned in previous chapter.