Study On The Marketing Strategy Of Taizhong Aluminium Strip Mills Machine

Tai Zhong provides key construction project of the national economy important task of complete sets of equipment. It is a typical nature of sheet small batch production enterprises, the ribbon strip machine is one of its six leading products.Since the factory to the end of last century, Tai Zhong has been firmly in the hands of the domestic market ribbon strip machine production, domestic production enterprises in addition to the individual equipment is imported products, the rest are mostly in the use of A provides complete sets of equipment.Recently, the domestic aluminium strip mills machine production industry fast development, the production equipment market space.With the constant improvement of market economic system and further, to actively participate in aluminium strip mills machine market competition, the enterprise growing, means of competition more and more flexible.Some well-known foreign companies also see the moment, join the market competition in the industry, Tai Zhong leader in the field of this position.(1)Thesis on the strategic management theory, competitive advantage theory as the instruction, to aluminium strip mills machine of Tai Zhong from marketing strategy is studied.Based on the analysis of aluminium strip mills machine of Tai Zhong status of the marketing, through the SWOT analysis on aluminium strip mills machine of Tai Zhong external macro environment and internal environment are analyzed, and then set out aluminium strip mills machine of Tai Zhong market positioning and target market selection, and formulate the company marketing strategy and the implementation of therelated countermeasures.Through the study of this article is intended to promote aluminium strip mills machine of Tai Zhong provides Suggestions and measures, but also provide reference for other enterprise’s marketing.Thesis on the strategic management theory, competitive advantage theory as the instruction, the aluminium strip mills machine of Tai Zhong from marketing strategy is studied. Based on the analysis of heavy group marketing current situation of aluminium strip strip machine, through the SWOT analysis on the heavy group ribbon strip machine external macro environment and internal environment are analyzed, and then develop the aluminium strip mills machine of Tai Zhong market positioning and target market selection, and formulate the company marketing strategy and the implementation of the related countermeasures.Through the study of this article is intended to promote level of aluminium strip mills machine of Tai Zhong marketing to provide advice and measures, but also provide reference for other enterprise’s marketing.(2) In this article the research suggests a basic conclusion: heavy group ribbon strip machine to keep a good development momentum.Ribbon strip machine market belongs to the industry market, rather than the consumer market.In the whole marketing, too heavy a group of international competitors are mainly Germany SMS MEER and Italy DANIELI company,in domestic has the absolute competitive advantage;Heavy group ribbon strip machine problems existing in the marketing strategy.The heavy group ribbon strip machine there are still some problems in the process of marketing, the marketing.Main show is influenced by the market internationalization and the impact of electronic commerce, blind extension market, the "famous brand in trouble", the enterprise marketing concept is relatively rigid, and senior marketing manager vacancies;Heavy group ribbon strip machine SWOT analysis results.Heavy group ribbon strip machine’s advantage lies in:abundant capital support, perfect sales channels and mature sales model,sufficient human resources support, good corporate reputation and strong production technology;The disadvantage: the disadvantages of geographical location, non-production funds accounted for is larger, the disadvantages of human resource structure;The opportunity is: the government’s policy support,the world trade cooperation and exchange, to further expand market space;Threat is that the threat of competitors, the threat of substitute products,production technology industry monopoly threat.But the contrast is too heavy group ribbon strip machine marketing advantages outweigh the disadvantages,an opportunity than a threat.Heavy group ribbon strip machine marketing mix strategy.To high-quality products based on product strategy, to strengthen the construction of product core competitiveness;On the pricing strategy to adopt flexible pricing method, improvement of production technology to reduce costs, grasp the market demand and consumer psychology;On the promotion strategy to set up the product brand image, promote sales promotion personnel professional quality.Through the above measures will promote too heavy a group to further improve the marketing level.