Study On The Marketing Strategy Of N Company Bulldozer

N company is a research and development,production,sales of earthmoving machinery,pavement and compaction machinery,construction machinery engineering machinery series of large national enterprises,which belongs to the state owned enterprises.As the backbone of Chinese construction machinery industry,it has maintained the industry pacesetter status.Since "The Fifteen",the bulldozer industry is developing rapidly,the industry leading position has been consolidated and strengthened,good domestic macroeconomic situation provided ample space to grow up to for the company’s future development.Taking N company as the research background,and the market marketing theory and Potter’s five forces model,SWOT analysis method as a guide,based on marketing idea,this paper describes the marketing situation of N company of bulldozer in detail,meanwhile,analyzes the factors affecting the external macro environment,bulldozer product marketing market competition environment,the enterprise internal marketing resources ability of subjective and objective.On this basis,this paper summarizes N company future development opportunities and challenges which bulldozer marketing will face,combined with the internal marketing resources capacity advantage,disadvantage.Through the analysis of various segments of the market characteristics,further confirmed that N company’s target market,from several products,pricing,service and other aspects of the channels developed a detailed marketing strategy for the N company.Finally,in order to ensure the formulation of marketing strategy can be implemented successfully,the author puts forward with the advices to N company from a scientific organizational structure,human resources development and management,attention to marketing system construction,guarantee of capital and production systems integration and other aspects.By analyzing the current development situation of bulldozer industry,and doing SWOT analysis,the author proposes better adapt to the competitive situation of the marketing strategy,and then designs a scientific and rational marketing strategies in order to improve the N company’s sales and market share.The ultimate goal is to win the attention of customers and create a more lasting market advantage.