Research On Improvement Of Mining Machinery Marketing Strategies Of SWM Company

Mining machinery industry as a branch of the heavy machinery industry,is one of the key industries of large equipment manufacturing industry in China.It occupies a very important position in the national economy and affects the development of other industries.Its developing level is an important manifestation of a country's comprehensive national strength.The development of Chinese mining machinery industry started late.But the developing speed is fast.In less than fifty years,the entire industry has completed development from nothing to start and from weak to strong.Especially since the reform and opening up,Chinese rapid economic and social development generates huge demand for mineral resources,which further stimulates the rapid development of domestic mining machinery industry.Chinese accession to the WTO has further opened up the market portal.Facing the competition from foreign brands and the huge international market,Chinese mining machinery industry is facing more opportunities and challenges than ever before.In recent years,under double impacts of domestic economic environment change,policy adjustment and international economic situation change,great changes have taken place in mining machinery industry market in China.The market competition is growing more intense.Mining machinery enterprises are facing a severe test.SWM Company is mainly engaged in development,production and sales of mining machinery.Its early development has achieved good results,with a certain amount accumulation of technical resources and market resources.It has occupied some market shares.Along with the development of the company and changes of market environment,problems of marketing and management are becoming more and more prominent in SWM Company.SWM Company is a medium-sized company.It's doing all business activities of R & D,production and sales.It has a strong representation in mining machinery industry.Taking SWM Company as the research object can reflect common problems of mining machinery enterprises.This paper takes the SWM Company as the research object,hoping to discover and analyze the existing problems in the company's marketing work through the analysis of SWM Company's external and internal environment.The paper puts forward some corresponding solutions,and provides a theoretical basis for SWM Company to seek a breakthrough and develop in the development dilemma.This paper introduces the development situation of SWM Company and mining machinery industry in China and then analyzes macro environment of SWM Company with the “PEST Model”.After that,it uses “Potter's Five Forces Model" to analyze the competitive situation of the company.And then it analyzes the internal environment and marketing status quo of SWM Company.After analyzing the internal and external environment of SWM Company,this paper summarizes opportunities and threats,strengths and weaknesses of SWM Company,which makes marketing strategies suitable for the development of SWM Company by “SWOT Matrix”.And then the market positioning of SWM Company is formulated by “STP Target Market Strategy”.Finally,considering the actual situation of SWM Company,with the guidance of marketing strategies,it puts forward marketing strategies improvement program based on the "4P's Marketing Mix".SWM Company's difficulty represents common problems faced by mining machinery enterprises.This paper hopes to provide guidance for the marketing development of SWM Company and provide valuable reference for Chinese mining machinery enterprises to overcome the current difficulties.