Research On Marketing Strategy Of Shearer Product In Jiuyue Mining Equipment Company

Coal is one of China’s main energy, an indispensable basic energy of social development and national economy. With the rapid development of the national economy in past years, China’s coal output and consumption was growing, and coal machinery industry was flourishing. Joy Mining Machinery Company seized the historic opportunity to enter China’s coal market by long wall shearer as main products. And it has become the industry a bright shining star through strong R&D capabilities and manufacturing capabilities, rigorous quality control system, and extraordinary marketing and service capabilities.However, as a result of the global economic decelerate in recent years; the coal industry is also a serious blew, and coal machinery sales have stagnated. On the other hand, demand for coal upgrading and mechanized mining rate will rise rapidly, which will promote the growth of shearer space. In this case, Joy Mining Machinery Company must adjust the company’s strategy to further improve the marketing strategy, strengthen marketing efforts in order to stabilize business in China and increase sales. In the paper, through a comprehensive analysis of the Joy Company’s internal and external environment, finds out where the problem lies, Joy Company developed a combination of marketing strategy and proposed appropriate safeguards.