Resource Marketing Strategy Research Of Yonghong Machinery Company

Along with the digital information times coming, global market is experiencing an unprecedentedly super-speed development and change. Extensive popularization and application of internet technique changes the world marketing construction and environment, business enterprises'marketing is facing the more complicated and confusing marketing environment, traditional marketing theories are facing the completely new challenge. For replying continuous changes and improvements of the marketing environment and making the Chinese business enterprises in transformation develop the valid marketing activities more scientifically, being in great need of the completely new marketing theories to be the guide, resource marketing theories then emerge with the tide of the times.According to my own many years'marketing experience, I deeply realize that the resource marketing theories have the important leading meaning for instructing business enterprise marketing work .This text analyzes Yonghong machinery company oneself and outside resources, tightly based on this core concept of resources marketing, and try best to use the vivid and concrete case example to display the essence of resource marketing theories to readers.This text introduces the resource marketing theories'structure and basic contents firstly, subsequently reviews Yonghong machinery company's development course in brief, via the contrast analysis with the other business enterprise in the same industry , concludes Yonghong machinery basic characteristics about its market environment and marketing work ; Then, according to resource marketing theories , for the key inside and exterior resources of the Yonghong company to prosecute the detailed analysis and argument, educes the scientific location of the company. On the foundation of the above analysis, from three different visual angles of the resources's excavation and cultivation, integration and utilization, management and development, puts forward Yonghong company should adopt marketing strategy and analyzes its feasibility, tries hard to provide the scientific and reasonable management suggestion and marketing strategy for Yonghong company from the new visual angles .