Research On The Marketing Strategy For Domestic Market Of Qier Machine Tool Group Co., Ltd.

In2012, the whole manufacturing industry went down while the markerrequirement went to contraction and the product-market competition was fierceby the influence of national Macro-economic situation. The whole machinemanufacturing industry was faced with large pressure and challenge. The outputand sales decreased clearly compared with it in2001. The sales situation is verysevere. The market situation was some kind of obstacle for the subsistence anddevelopment of the company. But Qiqihar No.2Machine Tool (Group) Co.,Ltd(hereafter referred to as Qier Machine Tool Company), is an national famousmachine tool manufacturer who was known by numerous companies since the1950s. Face with the changeable market situation, how to use self-advantages toexpand the market share and to keep the normal management and running of thecompany is the necessary investigative issue. So this paper analyzes the salesenvironment of Qier Machine Tool Company, puts forward the national salesstrategy and implementing guarantee of the product. I hope that my paper canprovide theoretical guidance for establishing a scientific sales strategy for QierMachine Tool Company and provide some reference for the other machine toolmanufacturer.First, this dissertation comprehensive states the marketing theory, analyzesthe national macro-environment and competing environment of Qier MachineTool Company. Second, by the SWOT analysis, this paper comprehensiveanalyzes the internal and external environment, then identifying the internalstrengths and weakness, the external opportunities and threats of the company.Third, based on the market segmentation and market positioning, the marketingmix strategy for the product of Qier Machine Tool Company is formulated, whichincluding product strategy, price strategy, channel strategy and promotionstrategy. Last, the marketing organization, the manpower guarantee and financial support, the information management and customer relation management areprovided to guarantee the implement of the marketing strategy of the product.This paper combined the theory knowledge and working experience together.Face with the disadvantageous situation, Qier Machine Tool Company shall berational to analyze the self-problem and execute positive solutions, such asimproving the sales and service; developing the market, increasing the newproduct development, expanding the range of products; enhancing the internalmanagement, improving the working efficiency; controlling the quality of theproducts and the quality system construction; reinforcing the brand construction,increasing the value of the brand etc. Hope this paper can establish a solidfoundation for the sustainable development of the company.