Research On Marketing Strategy Of Dalian Huarul Heavy Industry Group Company

Heavy machinery industry is a main sub-industry of major equipment manufacturing industry which undertakes the production of large scale, heavy and complete set of technical equipments. Heavy machinery industry plays a very important role in the national economy and largely represents a nation’s comprehensive power.Since the foundation of new China, the heavy industry of our country developed rapidly from nothing to something, from small to big, from weak to strong, especially during the period after the reform and open policy, it continuously adopts the advanced technical and managerial experience and made a leap progress. However, in recent years, because of the influence of constant change of international economical situation and the deepening adjustment of domestic industrial structure, heavy machinery industry has seen an ever fiercer competition between major companies and they face a very tough marketing condition.Dalian Huarui Industry Group Company is one of the seven large heavy machinery enterprises in China who serves mainly in metallurgy, energy, port and mining industry which greatly affects the national economy and people’s livelihood. It plays a very important role in the heavy machinery industry. This paper first introduces the history and recent performance of Dalian Huarui Heavy Industry, then it analyzes the macro-environment in which the company live by PEST model. After that the competitive environment of industry is studied via the Five-forces model. In the end, the target market and marketing mix is determined by analysis combining the developing trend of industry and the company’s own characteristics.Dalian Huarui Heavy industry is a typical representative of China’s heavy machinery industry. It is hoped that through the research of marketing strategy of the company, other similar companies in heavy industry can have a beneficial reference out of it.