Research On The Marketing Strategy Of The Company Excavator Accessories Of Urumqi Boteng Engineering Machinery Co. Ltd.

Xinjiang Silk Road Economic Belt Construction and Xinjiang infrastructure construction,drive the rapid development of Xinjiang project, excavator market so obtained vigorous development, needs of a large number of excavator made excavators accessories sales market competition more intense.Especially original accessories market profit is deputy plant parts and counterfeit parts divided up badly, in this case Urumqi Boteng Engineering Machinery Co., Ltd. is facing larger fittings marketing crisis and need to form parts marketing strategy for the development of the company.In this paper,on the base of marketing and related theories, to the exterior and interior environment of Urumqi Boteng Engineering Machinery Co(Boteng E M). accessories sales analysis as the basis.Research and put forward Boteng E M, Ltd. accessories sales marketing programs, and Boteng E M. accessories sales security measures are put forward, to reference or guidance to the development of Boteng E M. accessories sales.This paper mainly uses the method of literature research, qualitative analysis and field investigation. Through the literature research method to search, read and grasp the latest results of industrial marketing and accessories marketing, for the follow-up study to do a good job in theory.The 4P marketing theory and pest environmental analysis theory, Porter’s competition theory, product life cycle theory based and accessories marketing of Boteng E M. is comprehensive and qualitative analysis. With the help of the company’s employees, the company’s accessories sales, as well as competitors, suppliers, customers and other stakeholders of information for field research, to provide useful information for this article.The results of this paper can be summarized as the following:First, the field of marketing has been a lot of scholars’exploration and research, the relevant theory has been very mature. Compared to other industries, industrial marketing research is not enough, there are commonly used in industrial marketing to brand marketing, relationship marketing, marketing, marketing, channel marketing, etc..Second, the Boteng E M. excavator parts marketing analysis is divided into two parts. The first part is the analysis of marketing environment, based on the analysis of the company’s internal environment and the environment of the company’s industry. The second part is the marketing situation analysis, the company status and the company personnel management is the basic information, with 4P theory, from the product, price, channel, promotion of the four parts marketing present situation analysis, and found the problem.Third,in order to improve the company’s Excavator accessories marketing capabilities, in the formulation of marketing strategy, combined with marketing environment analysis results, considering the product market segmentation and target market positioning. Based on the analysis of the current situation of the excavator accessories marketing, the problem is to improve the focus, the 4P theory as the theoretical support for marketing strategy formulation.Fourth, in order to ensure the Boteng E M, the marketing strategy can be successfully implemented, also need to some auxiliary measures, such as consolidation of advantage and brand image, access to accessories after-sales service profit, strengthen the internal management of the company, improve the sales staff training and incentives work etc.