Research On Marketing Strategy Of ATM Transmission Belt Of BANDO Company In China

Since the introduction of ATM in the mid-80 s of last century,China's ATM industry has experienced nearly 30 years of development.In recent years,in response to the Chinese government's goal of improving the national financial security,ATM has realized the transformation from all imports to independent development and production of Chinese national brands.China has ushered in the explosive growth of the number of manufacturing of ATM machines.The demand for the most essential parts of the ATM machine-Paper money processing unit,and the matching components-Transmission belt,has also increased sharply.From the annual report of the "payment system operation" issued by the Central Bank of China,we know the reality is that the number of ATM held in China is still growing.The overall scale has surpassed the developed countries,China is becoming the largest ATM market in the world.Therefore we can foresee,the demand for transmission belt as an indispensable core part of ATM is still going to maintain a steady growth trend in the future.BANDO as an old Japanese enterprise that has more than one hundred years' history and specializes in making transmission belts,How to keep up with the financial equipment manufacturing industry transfer trend,speeding up the transformation of marketing strategy,to provide high quality products and services for the customers of ATM industry in China,so as to achieve the growth of performance is a problem worthy of in-depth study.This article takes the BANDO company as the research object and focus on the background of the industrial trend change of the ATM mechanism.The first step is to introduce the general situation and the industry environment with PEST,and assist by Potter's five forces model to strengthen the analysis of competition situation of BANDO company facing the industry in terms of the advantages and disadvantages;The second step,to analysis the internal marketing environment and marketing problems of the enterprise;The steps are combined with the internal and external environment analysis content,and then the SWOT analysis tool is used to analyze the advantages,disadvantages,opportunities and challenges faced by the company in detail,and to select the appropriate strategy combination for the BANDO company;The fourth step is to analyze the problems and reasons of BANDO company by using STP and 4Ps theory model.Finally,the optimization strategy is put forward,and the implementation guarantee is providedThe result of this study is from the case study of BANDO company,which will provide guidance and support for the company's future marketing strategy practice.At the same time,it can provide useful reference for other industrial enterprises(i.e.B2 B market)how to develop marketing strategy and how to implement marketing strategy.