Research On7S Store Marketing Strategy Of ZL Tianjin Company

With the rapid development of the national economy and the stable growth of thenational economic construction, the engineering machinery of China as the largestdeveloping country in the world has achieved rapid development and improvement. As thebranch of the engineering machinery, the construction crane industry has made explosivebreakthrough, and become the core mainstream of the engineering machinery.The construction crane has gone through about60years of development process fromits import, digestion, absorption and self-creation. At the beginning, it was depended on theimport. Gradually, it is self-researched, self-developed and self-produced. At present, thecomplete monopolistic competition market has been formed in China. The products areeven exported to the developed countries of Europe and America.Under the great environment of national economic construction, ZL Company thatimported foreign technology at the earliest in China also faces the opportunities andchallenge brought by the market environment change and experiences the developmentpressure from the counterparts at present. Due to the acceleration of the product technologyupdating and increasing severity of the homogenization phenomenon, ZL urgently needs toadjust the strategic position, analyze and study the crane market, and put forward specificmarketing strategy, so as to well promote the market share and brand influence. Based onsuch development needs, this paper takes the construction crane market in Tianjin as theresearch object, regards the promotion of market share and brand influence as theorientation, and makes in-depth analysis and research through different ways (e.g. STOPanalysis, SWOT analysis,4P theory and extension, theory and practice, literature,investigation, etc. It tries to find out the marketing strategy suitable for the developmentand promotion of the enterprise, so as to provide scientific theoretical basis for the overallstrategy decision and provide reference for other domains in the marketing strategyresearch.