A Study On Relationship Marketing Strategy For SANY Crane Company

In recent years,by the impact of domestic economic growth shift,economic restructuring and international economic recovery weakness,China’s construction crane industry has encountered unprecedented challenges.Industry’s overall revenue declined,the receivables increased and profit declined.As the leading enterprises of industry,SANY Crane is also suffering from the impact.In this situation,SANY Crane needs to conduct marketing transformation,explore new marketing models and marketing strategies to overcome the difficulties,to achieve the target of sustained and steady growth of business and internationalization.This paper takes SANY Crane as the research object.The first is the intruduction of marketing related theories.According to the theory,the paper analyzes the external environment and internal situation.Then summarize the external opportunities,threats and internal advantages,disadvantages.With this basis,to determine the SANY Crane’ market segmentation,target market selection and market positioning.Then,to develop the SANY Crane’s relationship marketing strategy according to the 4Rs theory.Finally,in order to ensure the implementation effective of the relathionship marketing strategy,this Paper put forward some ensurance measures.The research shows that:Although the construction crane industry is facing many difficulties and challenges,under the national 13th Five-Year planning,new urbanization planning,"The Belt and Road" strategy and other favorable policies driving,there is a huge development opportunity for construction crane industry.At the same time,by the analysis of SANY Crane,we also found that the company has ability to use their own advantages to push market transformation to achieve business growth and highly international.So,SANY crane should use relationship marketing strategy to achieve marketing transformation,to obtain new competitive advantages to achieve market success.The implementation of the research results has practical significance for market transformation and the competitiveness improvement of SANY Crane in domestic and internationnal markets,including product sales,market share,profitability,brand value,etc.In addition,the research results also has some reference significance to the market transformation of SANY’s other business unites.