Research On The Marketing Strategy Of Changchun HX Machinery Manufacturing Company

The concept of “Made in China 2025" was put forward in the government work report in 2015.It also put forward the transformation from traditional manufacturing mode to the innovation driven type,in order to realize the transformation from the big manufacturing country to the powerful one.The development achievements of machinery manufacturing enterprises were affirmed in the nineteenth government work report.And it put forward the idea of further improvement in Chinese manufacturing.This philosophy put forward new requirements for the machinery manufacturing enterprises.The machinery manufacturing enterprises should improve the quality of their products and improve the marketing system so as to effectively cope with the market change and development.In recent years,manufacturing homogenization is becoming more and more serious,and the competition among enterprises has gradually shifted to cost competition and marketing competition.In this context,the machinery manufacturing enterprises should focus on improving their marketing system,combining the characteristics of the enterprise with the selection of reasonable marketing means,constructing an efficient marketing system and creating targeted marketing strategy in order to effectively improve the competitiveness of the machinery manufacturing enterprises and to increase the market share in the domestic and foreign market.This thesis take the Changchun HX Machinery Manufacturing Co.,Ltd as the case,combine the author's job content and research on how to choose appropriate marketing strategies.There are many problems in the marketing of Changchun HX Machinery Manufacturing Company,such as lack of compound marketing strategy and brand advantages.These problems have affected the marketing of Changchun HX Machinery Manufacturing Company.Firstly,this thesis introduces related theories on the marketing strategies of machinery manufacturing enterprises,which lays a theoretical foundation for the later empirical research and polices research.The core part of the thesis analyzes and studies the marketing environment of the company,puts forward the principles and goals for the company's marketing strategy formulation,and mads a marketing strategy for the company from five aspects: product strategy,price strategy,channel strategy,promotion strategy,and internet strategy.The final part gives practical measures to implement safeguard measures for marketing strategies.