Research On ZPMC's Quayside Crane Marketing Strategy Improvement

Alone with China's reform and opening up,China has closer relationship with other counties in the international commercial activities,and the China's container throughput has been at the top rank for years with rapid increase of domestic coastal terminals' container throughput.Based on the pursuit of scale economy and technical improvement of shipbuilding,further requirements are proposed on the harbor handling equipment.As the key equipment,quayside crane also receives more attention.China has been the largest country manufacturing quayside cranes for years,and ZPMC is the leader of this industry.In 2016,the global market share of ZPMC's quayside crane was up to 82%.Although it seems ZPMC has received good performance,they still face the reality that,their dominant position has been challenged by old rivals and new comers,not only the advantage of technology or price,but also the weak market;therefore,to achieve new breakthrough is a priority for ZPMC.The article describes the current situation of the world quayside crane market,and introduces the market share and distribution of ZPMC's quayside cranes,meanwhile,the competitors' information and activities are also mentioned.Porter's five forces model theory is used to analyze the environment of quayside crane industry,and the company is described through products & services?corporate culture and core competence;meanwhile,ZPMC's current marketing strategies and existed problems are discussed.By using marketing 4Ps&4Rs theories and combining with the actual industry development,and in terms of presales and after sales,the article provides the improvements measures and plans of ZPMC's marketing strategies which points out the development direction of ZPMC's quayside cranes.The article also provides implementation plans of short term?middle term and long term,and clearly explains supporting measures which can ensure ZPMC's quayside cranes' marketing shares and further development.