Research On Marketing Strategy Of Construction Machinery Products Of JiangLu

Since China's reform and opening up,China's economy has developed rapidly and the construction machinery industry has experienced rapid development.After 2011,China's construction machinery industry entered a period of rapid adjustment transition from ultra-high speed development to stable development.During this period,the major construction machinery manufacturers in China started a price war and the market competition in the engineering machinery industry deteriorated.The country continues to slow down the growth of investment in fixed assets,which also brings great pressure on the construction machinery industry.The current construction machinery industry is extremely sluggish.In the backgroud,Jianglu's market share is also facing a huge impact,the products are unmarketable,and the amount of accounts receivable is in great need of urgent solution.The company's development situation is grim,and it urgently needs precise market positioning of its products,adjustment of marketing strategies,and enhancement of marketing capabilities.This paper draws on modern marketing theories to make an in-depth analysis of the status of Jiangyan.Using STP strategic marketing theory,we believe that Jianglu should target the highway engineering industry as the target market and focus on customer service needs in the product life cycle.Based on the precise positioning of products,the company uses 4P combined marketing theory to formulate appropriate product marketing strategies based on Jianglu's specific conditions.Specifically,this paper firstly introduces the background,significance,research framework and content of this article in the introduction.Secondly,the current situation of Jianglu's marketing was analyzed from four aspects:product,price,channel,and sales,and its problems were identified.Subsequently,the internal and external environment of Gyantse was analyzed,and the external environment included the opportunities and challenges brought by Jianglu and Jiang lu's competitors and customers' demand analysis.It also introduced the internal environment the company is currently facing in terms of its production capacity,organizational capabilities,cost management capabilities,and ability to attract talents.Based on this analysis,the SWOT theory is used to analyze the strengths,weaknesses,opportunities,and threats of Jianglu,and find out the general strategy that the company should adopt at present.This article uses the theory of STP marketing strategy to find out the target market of Jianglu and conduct accurate market positioning.At the same time,combined with the 4P marketing combination strategy,it is proposed that Jianglu should create high-quality products with stable product quality and low fuel consumption,differentiate pricing on prices,pay attention to the timeliness of services on the channels,and pay attention to improving brand awareness and marketing.We hope that through our research,we can enhance Jianglu's product marketing capabilities and create competitive advantages,making it healthy and stable in the indurstry.