Study On The Marketing Strategy Of Shenyang Machine Tool Co.,Ltd

With the globalization and integration of the world economy, sustainable development of Chinese economy and the growth of national power, and industrialization is speeding up increasingly, and also the proposal of Industry 4.0, the golden age of China's machine tool industry is not far away. However, Chinese machine tool industry is beset by the problem of “big but weak, small but unprofessional” for a long time, is becoming a major problem need large number of machine tool enterprises to solve.First of all, this paper in chapter one introduces the background of research, significance of research, content of research and also technical route of research briefly. And the next chapter introduces some theoretical basis related to this paper. Then the third chapter uses the PEST analysis model analyze SYMG's external environment, including political environment, economic environment, social environment and technology environment, then with the help of EFE matrix to analyze the opportunities and threats faced by SYMG. After that, the fourth chapter introduces the basic situation of SYMG, including the analysis of the company's resources and the ability of the company, the advantages and disadvantages of SYMG's internal environment are analyzed and compared in detail, and with the help of Boston matrix and IFE matrix, the internal environment is also deeply analyzed. Then in the fifth chapter, through the combination of internal and external environment, and with the use of SWOT analysis of alternative strategic options, QSPM matrix model also be used to analyze each alternative and evaluate and finally determined the marketing strategy of SYMG. Then in the sixth chapter, analyzes the measures to implement the marketing strategy, including product strategy, price strategy and channel strategy. The last seventh chapter lists the guarantee of the implementation of the marketing strategy, including how to improve the ability of marketing services, how to improve production capacity, how to improve research and development capabilities and management capabilities.