Heavy Container Markets Of The Two Re-group Development Strategy

Speeding up the pace of developing equipment manufacturing industry is the development idea of the eleventh five-year development plan of our country.With the good tendency of the development,heavy-duty equipment manufacturing industries should take appreciate measures and establish new developmental strategies,so that they can win the initiative under the new development plan and the serious market competition.On the basis of assimilating domestic and foreign research theories,the paper will discuss the marketing strategy of the heavy-duty vessel product of Er Zhong Group Co with the line of "analyzing strategy-mapping out strategy-implementing strategy".According to the line,firstly,the paprt systemically evaluates the inside and outside conditions which Er Zhong Group Co faces.Through using PEST method and Michael Porter's Five Forces Model to analyze the outside condition,the paper points out the opportunities and challenges of the outside condition of the heavy-duty vessel product of the company and also uses External Factor Evaluation Matrix to value it. Meanwhile,the paper uses value-chain to analyze the inside condition of the heavy-duty vessel product of the company and finds out the contribution of the key flows.At the same time,the paper points out the advantages and disadvantages of the inside condition,and also use Internal Factor Evaluation Matrix to value it.On the basis of the analysis,the paper thinks that heavy-duty vessel product should focus on the forging model product and thick board product of petrochemical industry in the market.The paper also makes the orientation which is focalization strategy for the heavy-duty vessel product of Er Zhong Group Co.The paper uses SWOT matrix to make matching design for the heavy-duty vessel product of Er Zhong Group Co,and chooses product market penetration strategy,product market development strategy and product research strategy as the company's development strategies in future.The paper uses Quantitative Strategic Planning Matrix to make preferential sequence for the three strategies,and finally confirms the product market penetration strategy as the best strategy for the company.Finally,the paper expounds the process of the strategy implementing,using 4PS theory.The company should promote the establishment of the product brand,the product development,the channel of sales promotion and marketing,and ensure the developmental strategy from the marketing information system and the marketing organization structure.The research result of this paper will conduce not only to the development of the heavy-duty vessel product of Er Zhong Group Co but also to others.