LW Excavator Marketing Transformation Analysis

Nowadays, China's economy has stepped into the medium growth "new normal" phase of reform, structural adjustment and re-balancing, it has also shifted from investment-driven to consumption-driven. The "Four trillion" type of growth model featuring high-speed and low-quality has become history. The investment is influencing the economy in a more balanced and stable manner. Still there is shadow of investment-driven behind consumption-driven.To solve problems like excess capacity, high accounts receivable, massive funds occupy, excess inventory and buy-back machines and etc., it is urgent for the excavator industry to cut overcapacity, lower inventory, control risk, transform mind and way of development; At the same time, the excavator industry is striving to survive with the investment slowdown of real estate, express train, coal and other infrastructure sectors; Finally, the manufactures need to renovate the mode of development, especially the marketing mode to survive in the harsh competition environment.By reviewing the development history of excavator industry both domestic and overseas, this article summarizes the factors affecting the development of excavator market. Combined with present marketing situation of LW excavator, the economic and industry environment, this article also analyses the existing problems in LW marketing and provides marketing strategy for LW, taking advantages of policies like "One Belt and One Road", "Made in China 2025" and "Reform of supply front".