Research On The Industrial Product Marketing Of Professional Consultant For A Corporation

As the strategic initiative INDUSTRIE 4.0 and Strategy of Industrial Power in 2045 was proposed recently by Germany and China's central government respectively,the industrialization process in China will be gradually in progress.With the development of the manufactured goods market and technological changes,the number of the suppliers of the manufactured goods are on the rise,accompanied by the boom of various specific markets and the tough competition of the relevant markets.The manufactured goods markets at present,however,are faced with severe homogenization of products and limited competitiveness.Therefore,how to make the enterprises more competitive on such markets become the concern facing all manufacturers.In general,the concept of manufactured goods marketing originally focused on the product marketing and customer relationship marketing.With the technological changes however,the users' demands have reached far beyond the good products: they are eager to acquire the relevant industrial solutions and technological instructions.In the manufactured goods and equipment marketing,it is required not only to guide the customers for proper use of equipment but also to facilitate the worthy customers for the development by means of the self-equipped technologies and the industrial information.And it is required to provide assistance for the customers in technology and even the market operation and industrial information.Only through the achievement of the remarkable development by the customers can the all-round partnership can be established.Almost all studies related with the manufactured goods marketing at present home and abroad are focused on the relationship marketing and customer satisfaction marketing and the studies of the consulting marketing on the service sector with little involvement in the manufactured goods marketing.This paper will propose the professional consulting marketing mode according to the present conditions: to first explain the reasons for Company A's focus on the professional consulting marketing mode as well as the features of this mode with the features of the manufactured goods marketing,marketing combination theory and features of consulting marketing as the theoretical basis and with reference to the macro environment and the strengths and weakness of Company A(leading enterprise in injection molding machine in Germany)'s entry into China's markets via the PEST and SWOT analyses.And then it will explain the execution methods for the professional consulting marketing through the explanation of the marketing mode adopted by Company A.Finally,it will summarize the matters needing attention of and the problems in the professional consulting marketing.This paper will carry out the study via the professional consulting marketing of Company A(Germany)as the case,with the process presented as: problem analysis-factor analysis-program making-matters needing attention.Despite the fact that the paper provides anxecution case of an industrial equipment company,we can apply the professional consulting sales to the widespread manufactured goods marketing by making further studies.