Zi Chai Shandong Marketing Strategy Research

Shandong Market used to be the main contributor to the turnover and benefits of Zibo Diesel Engine Works, its success and failure may cause thriving and decay of the enterprise. But during the last few years, the turnover and market share in Shandong market has been declined in succession. The writer thought the main reason is that Shandong Division has no definite marketing strategy, and the sales is in a blind situation. In order to back up the deterioration, and to find out a better solution, a deep study on marketing strategy in Shandong market has to be carried out.Based on relevant information from the competitive environment through market investigation, quantitative and qualitative analysis, SWOT and Boston Matrix analysis, this article analyzes the demand and competitive, and thus make out the marketing strategy.The paper consists of five chapters, the main topics is demand and competitive, and marketing strategy. The first chapter is summary, including introduction to the enterprise, products and sales in Shandong. The second part is market analysis, potential target market is chosen from the current market. The third is to fix the target market by doing the competitive analysis. The fourth is the establishment of marketing strategy. The last part is the conclusion and thinking.It is expected that the sale and market share in Shandong market can be steadily increased by carrying out the market strategy and implementation.