The Research On Marketing Strategies Of Nanjing Bend Engineering Equipment Co.,LTD

Since 1990 s,with the rapid development of the economy China's construction equipment has advanced considerably.In order to seize market share,enterprises are facing the fierce competition environment,the marketing mode and marketing strategy are also facing more and more challenges.As a professional enterprise which engaged in heat exchanger,heat exchange unit,volumetric heat exchanger sales and technical service,Nanjing bend Engineering Equipment Co.LTD.is how to deal with the opportunities and challenges of external environment,make reasonable improvement of marketing strategy,improve the marketing team construction,timely and accurately access to market information,continually optimize experience of customer service,in order to remain invincible in the fierce market competition,the research has important practical significance in this paper.This article takes nanjing bend engineering equipment co.,LTD.,as the research object,combining the marketing theory and company's marketing practice,objectively analyzes the marketing status quo of nanjing bend engineering equipment co.,LTD.,through the questionnaire survey analysis of the problems existing in the company's marketing.Through SWOT model analyses internal and external environmental,find out the strengths,weaknesses,opportunities and threats for the development of the company.On this basis,according to the characteristics of the company and strength determine the target market positioning,the key to develop the company's marketing strategy,the first is product strategy,including new product development,product differentiation,co-branding strategy makes the products on the market has a certain difference,gain a competitive advantage,by optimizing the service strategy of improving customer service experience;Followed by the pricing strategy,through the discount pricing and price differential pricing made flexible,attract customers;Through regional marketing,and then the channel strategy,full service,to stabilize and expand market share,through the network marketing of improving customer awareness of product;Finally is promotion strategy through the personnel promotion,public relations,network marketing strategy will be relevant product information to customers,promote the purchase.Finally put forward to set up marketing ideas,to strengthen the construction of sales team,fostering good corporate culture,establishing the customer relationship management system,etc.Several proposals.The study of nanjing bend engineering equipment co.,LTD.Marketing strategy has not only a certain reference value,but also can be used for other similar companies.