Research Of The SEM Loader Marketing Strategy Of YJ Company

Engineering machinery industry got into the development of the drop channel,engineering machinery agent is facing enormous challenge. In face of threats, the macroeconomic environment brings opportunities for market development. The development andconstruction of Xinjiang will produce tremendous force to the demand of engineeringmachinery. Enterprises face the opportunities and fierce competition in the market, and theprofit space is getting smaller and smaller, the enterprise how to develop continuously,increase market share, is the key problem to be solved.Based on the YJ company marketing strategy formulation and implementation as theresearch subject. Market marketing as a theoretical guidance, use PEST and Potter five-forcemodel, analyze the enterprise external and internal marketing environment; analyzeobjectively marketing system and service system, find out marketing problem in the work.The last combine YJ company inside and outside marketing environment factors, the use ofSWOT analysis method, summarized the marketing work of the YJ company strengths,weakness, opportunities, threats and other factors, around expand the market share andimprove market share, with4P and CRM as the basic framework, puts forward the futuredevelopment of the loader marketing strategy YJ corporation. Paper finally put forward themarketing strategy implementation plan, separately from strengthening the construction andmanagement of marketing team; Perfect the after-sale service system; Strengthen the corecustomer service; Strengthen risk awareness, effectively control the sale risk four suggestions.I hope the result of this paper to the management of the company has reference value, forthe company’s strategic decision provides the basis. Hope to other domestic loader enterprisemarketing job also can provide certain reference significance.The innovation of this paper is that in the Chinese marketing research, it is not much thatresearch on engineering mechanical marketing, especially it is very little that research onloader industry marketing. Therefore, this topic research will has certain innovation value.