A Study On The Marketing Strategies Of Slewing Bearing Of Leonessa Yancheng

With the domestic construction machinery market has started to bear the cliff fall in 2012,the most of construction machinery manufactures had to shrank.Leonessa Yancheng Slewing Bearing CO.,Ltd was built during this difficult time,and started to enter Chinese market.After market struggle for four years,Leonessa Yancheng has entered in the most dangerous stage.Sales and marketing are the source of benefit,if Leonessa Yancheng wants to reverse current difficult situation,sales and marketing should be improved.So,confirming the right slaes strategy according to market,and improving sales process will be significant.This thesis analyzes the current situation of domestic construction machinery market,uses the theory which we studied to confirm the study method and technology way.Through SWOT,we find the advantage and disadvantage of Leonessa Yancheng,and point out problems in our sales work.Using STP and 4P marketing strategy,we confirm the product position of Leonessa Yancheng,raise optimization strategy.Analyses what specific measures Leonessa Yancheng need to take and how to safeguard the implementation of the strategy.From our research,we conclude that Leonessa Yancheng should change the internal disadvantage situation such as R&D capacity,and then,execute growth strategy.Leonessa Yancheng's target market is these customers whose products face high-end customers and international market,and Leonessa Yancheng should try centralized marketing strategy.Though optimize our products line,reduce cost and enhance customer loyalty,we optimize the whole sales process.In t he phase of safeguard and implement,we suggest build new product research team,execute lean production,optimize sales incentive system,and achieve our overall sales strategy improvement.During the paper writing,deepen the understanding of marketing theory,link theory and practice.Hope similar enterprises of the industry can learn from the results of the Leonessa Yancheng research.