Study On Marketing Strategies Of International Mechanical Manufacturing Enterprises

With the development of reform and opening and demand of internationalization,most of local mechanical manufacturers dedicated in the investment increasing, newtechnology introduction and industrial reconstructing, therefore the leading position ofinternational mechanical manufacturers were threatened. It is time for internationalmechanical manufacturer to adjust the marketing strategy to brave the challenges.Taking S Co., Ltd. as an example, although the marketing share in China increasedyear by year, the current marketing strategy is not suitable anymore for the newcompetition. Therefore, an upgrade marketing strategy is quite important and urgent.This thesis has done some researches on how to improve the marketing strategy.Firstly, relative marketing theories are reviewed as a guide; the macro environment ofS company is analyzed through the PEST and Potter5force analysis model; then, theinternal resources were analyzed through SWOT to identify the strength, weakness,opportunity and threat. Based on analysis mentioned above, the problems of product,pricing and sales channel are identified; finally, combining the author’s workingpractice, the thesis puts forward specific proposals, to ensure the implementation ofmarketing strategies. The study conclusion provides reference for other internationalmechanical manufacturing enterprises in China.