The Research On The Marketing Strategy Of ECI-Metro

Under the background of global economic crisis, China's rapid development of construction machinery industry seems to suddenly be caught, However, when the global Governments have struggled enthusiastically for the economic incentives by announcing different kinds of stimulus packages, the traditional industries which is driven by investment seems to seen a ray of hope. As a dealer of construction machinery, how could ECI-Metro acquire the Competitive Advantages under the new circumstance, we do need to design a new marketing strategy. As for ECI-Metro, the improvement of the service quality and optimization of the channel settings are the key measures to strengthen the core competence.This article is to take the formulation and implementation of ECI-Metro's marketing strategies as the research topic. First of all, summarized the marketing theory, then analyzed the market environment by using an empirical analysis method: using PEST and Porter Five Forces Model analysis, researched the macroeconomic and industry environment; through enterprises' internal environmental analysis, understanding of the company's resource condition; understanding of the company's strengths and weaknesses by the SWOT analysis, Described the marketing strategies to maintain the high market share as the destination. Then conducted the marketing strategies on the framework of 7P and CRM. Finally brought forward the supporting measures of the strategy implementation from the perspective of organizational structure, corporate culture, human resource and performance evaluations.Through the research of marketing environment and marketing strategy, I could get an objective assessment on the company's marketing position, providing the foundation for the company's strategic, and it has great significance for company's long-term development.