Research On The Marketing Strategies Of Engine Products In Tianjin Lovol Company

Diesel engine in the national production life has been applied in many fields, It is the coreof the equipment manufacturing industry and the primary cost structure of the downstreamproducts.It has a direct and profound impact on the downstream,for example,the Automobileindustry, agricultural equipment industry, engineering machinery industry and shipbuilding,alsoin the industry chain and the upstream casting,electronic industry, machining industry, logisticsand transport industry. The diesel engine industry is related to an important industry of thenational economy and the people’s livelihood and national economic development.It is thebarometer of the country’s economic development.With related theories of marketing management as the starting point, this paper introducesthe impact of the external macro environment of Diesel engine industry on this industry. WithTIANJIN LOVOL Company as the example, we have also carried out a detailed and systematicanalysis of its operating situation and marketing strategy.With Diesel Engine product and related theories of marketing management as the startingpoint, this paper describes detailedly the impact of the external macro environment，the futuredirection of development, macroeconomic policy and economic development cycle of Anindustry on this industry. With TIANJIN LOVOL Company as the example, we have carried outa detailed and systematic analysis of its operating situation，development，strategic planning andmarketing strategy.Based on the existing analysis, this paper further analyzes engine manufacturers, completeappliance (vehicle) producers and end users, which are all on the very crucial points of dieselengine industry chain. For engine manufacturers, the paper elaborates its typical runningprocedures including production, sales, service and so on; For complete appliance (vehicle)producers and end users, the paper mainly investigates and analyzes the essential factorsconcerned by them and further expound these factors’ influence on engine products.After above analysis and by taking company A’s business operation for reference, weproperly position our products as top domestically and medium internationally, and based on thismarket positioning, we formulate our price policy which is a little bit higher than that of ourcompetitors and reflects product differences. Meanwhile we increase our market occupation byadopting relatively bigger promotion efforts and long-term uniform promotion tactics so as togradually establish and improve our domestic and overseas selling network and channels, tooptimize the current selling structure, to overcome the current disadvantages caused by scattered and short-term marketing tactics due to historical reasons, to dig deeper in the potential toincrease selling volume, to explore the marketing road for domestic engine manufacturesrepresented by company A by combining industry policy and macro economic environmentdomestically and globally.