A Study On The Marketing Strategy Of Z Company Sanitation Machinery Under The Background Of Government Purchase Service

The Third Plenary Session of the Eighteenth Central Committee of the CPC proposed the new concept of “the government purchase public services”. Government purchasingPublic services of have very important significances promoting the change of government function,improving the administrative efficiency,and meeting people's growing demand for public service. In China, the mode of “responsibility for the government”,“the directional commissioned”,“contract management”,“assessment to cash”has a trend of ascendant.Under the background of government purchasingpublic services,the role of government gradually changes from buying equipment to buying service,the changes of sanitation market environment take place,showing thatNGOs, the private sector and public sector are likely to be public service providers, market bodydeveloping formone into multiple,Government purchase services continue to use direct purchase way,which makes indirect purchase possible. Government focuses on the quality of service.Under the trend of rapid growth from sanitation in domestic market scale,Z company takes itself as a sanitation machinery manufacturer,the traditional model of selling equipment is being challenged. This paper clarifies the internal strengths,weaknesses,opportunities and threats by SWOT analysis,which aims at seizing strategic opportunity, optimizing the marketing mode,improving profit margins,cementing industry status. Research shows that: Z company should use the policy advantage,industry status and technical advantages to seize the market opportunities. Z company should speed up the R&D, product cost control,grab the new market, adopt different marketing strategies for a specific area, seek enterprise organization structure reform.Through SWOT analysis,the study optimizes Z company marketing strategy from five aspects as follows:to enrich products series and carry out the needle small batch customization product strategy,to carry out the PPP business,to use good factoring financing tools,to promote the flat channel, to strengthen channel management, to carry out different promotion strategy for different market and so on.