Research On Marketing Tactics Of Grabs Of SANY Heavy Machine Co., Ltd

With the continual and stable increase of national economy, grab industry has developed at a rapid speed, and China already become the largest grab marketplace in the world. The most famous companies in the world and many state-owned and non-governmentally operated enterprises find the Chinese grab marketplace, developing and producing in the industry one by one. In order to get certain advantage in the marketplace under economic globalization impingement, enterprises in the homeland must build distinctive enterprise marketplace tactics under its own market environment, to build the market demand for developing themselves.After studying the situation of SANY Heavy Machine Co., Ltd, we find the current problems of the company and the significance of this thesis, and by reviewing a great quantity documents about Marketing Management and Strategic Management, we tried to analyze the problems of the company under the direction of theories, and then work out the corresponding measures to solve the problems.This thesis is consisted of five chapters, whose main idea is as follows:The first chapter has introduced the topic background and the significance of this research, and its research method, as well as the main content and the frame of the thesis.The second chapter has recollected main relevant theories, including: development of Marketing Management theory history, STP theory and 4PS theory.The third chapter: Analysis of marketing environment of grab. Including: macroscopic environment analysis and interior environment analysis, and then it make a comprehensive analysis using SWOT matrix.The fourth chapter makes use of STP theory to subdivide the market of grab marketplace, and then choose suitable segment market for SANY Co., at last it position market rightly.The fifth chapter On basis of the analysis of marketing environment of the third chapter, it combine external opportunities and threats with internal strengths and weaknesses of the company, to set down marketing tactics of the company according to the current problems which are urgent to be solved.