The Research Marketing Strategy For Tianshui Pneumatic Machinery Co.,Ltd

In recent years, due to the worldwide financial crisis, coupled with China’s "12th Five-year plan" to carry out the industrial structure adjustment and optimization, the original client group of Tianshui Pneumatic Machinery Co., Ltd has been changing deeply. Therefore the competitive superiority of the company has stagnated or shrink. In the aspect of original competitive superiority, the enterprise itself began to go for extending the kinds of the goods, but be lack of considering the quality.They emphasizes the performance efficiency but reducing the comfortableness when use. The simulation and fake are flooded with market increasingly. In additional, the price of domestic and international large amount commodity is always rising. The cost of energy, material and labor is continuous going up, which causes the large crisis for improving marketing competitive level and expanding the profit margin of the commodity.The paper aims at these issues, which are stagnated saleroom, customer churn, rising cost,and the limited profit margins. On the basis of analyzing the industrial policy, business development direction, and the operating environment.To research the approach of service marketing,business process as well as the marketing management finding the specific weak spot and relative superiority together with the adjustment analysis of economic policy direction during the "12th Five-year plan" to subdivide the rock drill market and then confirm the target market for this enterprise in the future under the guide lines of STP,CRM and BPR. Based on the difference analysis of the resource, product features, business speciality, product life cycle and provides the feasible proposal for making the continuable the marketing innovation. That is the initiative to give up the general market prospect, and its difficulty in forming the scale effect of the product structure. Centralizing the company advantage resources, to satisfy the clients’ individual necessaries and provide quality and efficient personalized services. It is high time that we should produce production cost and concentrate on fewer but better varieties, so as to realize scale management, and strive to achieve the volume of business in10-1.1billion yuan market objectives.