Research On Market Strategy Of Zoomlion Concrete Machinery Overseas B.U.

Zoomlion,as one of the world's biggest construction machinery manufacturing companies,have set up its branches and manufacturing facilities around the globe.In January 2009,Zoomlion established its concrete machinery overseas business unit,to cover the sales of the group's concrete machinery.During the past 6 years,concrete machinery overseas sales revenue increased sharply,overseas market plays more and more important role in Zoomlion.After Zoomlion acquired CIFA 2008,SANY merged Putsmeister and XCMG merged Scwhing in 2012.Hence,global concrete machinery market was dominated by the three Chinese players.This article will focus on the research and analysis for his internationalization strategy of marketing.In this paper,the structure is divided into four chapters.The first chapter is the introduction part,a brief description of the purpose for choosing the topic,the studying methods and ideas.Then introduces the related concepts and theories.The second chapter,through the analysis of the Zoomlion concrete marchinery international marketing environment,provides the basis for the Zoomlion strategy.The third chapter introduces the marketing strategy and strategy formulation,focusing on the STP(Market Analysis Positioning)and 4Ps marketing combination strategy,and the marketing strategy chosen by Zoomlion.The forth chapter describes the process that Zoomlion implements his marketing strategy.The paper starts from the theory,by the means of the theoretical tools for marketing and strategic management,will do a comprehensive analysis for the whole process of strategy formulation,implementation and control at Zoomlion,and makes illustration with reference data and examples,finally,puts reward personal recommendations for improvement.