| By the fast development of Chinese economy, the government invests a lotin national defense, ship building, aviation and aerospace, automobilemanufacturing, new energy etc. The prosperous of manufacturing industry drivesthe development of the machinery industry, and brings a favorable turn to a lot ofestablished state-owned machine tool manufacturer. Under this circumstance,Qier improves the product structure, expands the market in China and starts todevelop the international market. As the first international market, Korea markethas brought high economic benefit and large market space to Qier. Now theinternational competition increasingly fierce, Qier has to make suitablemarketing strategy to pursuit the long term development in Korea, meanwhilemakes full use of its advantages and increases the core competitiveness to realizethe long term, steady and healthy development.First of all, this paper states the current situation of marketing managementin Korea and finds out the problem on marketing management at present.Secondly, analyze the reason of the problem. And then to analyze the externalmacro environment and the internal micro environment in machine tool industrywhich effects the development of the company by the method of PEST andMichael Porter’s five forces model. By above analysis, Qier shall take thecompetitive marketing strategy of differentiation and diversification according tothe own circumstance of the company. The internal reformation shall be carriedout when the company performs the new marketing strategy, such as optimizingorganizational structure, improving the human resource management, rationallyuse of resources, establishing and promoting the culture of the corporate culture,to provide the necessary insurance for the implementation of the new marketingstrategy. |
