Marketing Strategy Researchof Foreign Hydraulic Manufacturing Enterprise In China

After more than20years rapid growth, the extensive economic growth mode has been unsustainable. Future economic growth mode will be the intensive economy. And intensive economic growth mode is very important to the development of green economy. Along with our people gradually strengthen green consciousness, and government departments to vigorously push forward the green activities.It makes forcing enterprise development economical cycle economy, the green technology, green production. On the other hand is the transformation of the notion of consumers, no longer satisfied with the superior material comforts, but to pursue the more natural more healthy and harmonious life, form the green environmental protection consciousness.Construction machinery industry has verybig carbon emissions, so it is imperative to energy conservation and emissions reduction. Hydraulic components is used in construction machinery products power control and drive part, advanced hydraulic technology and hydraulic products can effectively help the machine product to save energy, improve efficiency, reduce carbon emissions.The author systematically analyzed the Germany hydraulic manufacturer ABC in the development of Chinese market and analyzed the present situation of Chinese hydraulic market. Research the China hydraulic parts of the consumer market with the five competitive forces model. Analyze the ABC marketing environment with the PEST model. Again analyze the ABC development advantages, disadvantages and opportunities, threats with the SWOT models. Detailed study hydraulic parts in consumption market. On this basis, puts forward the ABC’s marketing strategic target,clear the overall strategy. The author points out the strategy of green marketing in the current economic situation of importance. Formed the idea of sustainable marketing strategy, and then introduced in order to realize the green production, green service. Green marketing is purposed for the development of the implementation of the strategy. And finally could be helpful to improve the green marketing theoretical studies.