Research On Marketing Management Of Yuannai Machinery Company

Forty years of China's reform and opening up have greatly promoted China's economic development.However,a force that cannot be ignored in China's economic development is the private economy.At the beginning of the eighties,the domestic private economy was revitalized,and township enterprises,private enterprises and other forms of private economy developed rapidly.According to relevant statistics,the average life span of private enterprises in China is 2.9 years.It is no exaggeration to say that every day new enterprises are registered and some enterprises close down.In the changing market economy environment,the research on the survival and development of small and medium-sized enterprises is particularly urgent.In the process of enterprise development,the marketing management of small and medium-sized enterprises is the most important thing in enterprise development.Yuannai Machinery Company is a small and medium-sized private enterprise engaged in research and development of mining machinery production and sales.After 12 years of development,although it has made great progress in scale,it is difficult to achieve further development in the new market environment and the development of enterprises has encountered bottlenecks.How to break through the bottleneck of enterprise development,the management of marketing department in its main department is particularly important.In addition,looking at the global mining machinery industry,it is still sandvik,Metso,Caterpillar and other world multinational corporations that dominate the global mining machinery market.How can China's mining machinery enterprises face and compete with international giants with hundreds of years of development history?The core competition is still the market competition.The marketing management of the enterprise has become the top priority of the company's development.After more than ten years of exploration,Yuannai Machinery Company has also achieved some results in marketing management.Its marketing management has also made important contributions to the stable development of the company in recent years.At present,the marketing management methods of Yuannai Machinery Company are mainly flat organizational structure management,extensive marketing channel marketing and end-user management.There are some problems in marketingmanagement,such as: the cohesion of marketing organization is not strong,and the rights and responsibilities of some positions are not clear;The ability to collect customer information is weak.The sales channels are fixed and the expansion of sales channels is slow.Internal management is loose and sales staff lack guidance and supervision.This article focuses on three aspects: organization,market and marketing.Summarize,integrate and optimize the company's original unsystematic marketing strategy.The details are as follows: First,optimize the organizational structure and improve the operational efficiency of the organization.Two,according to the market situation,formulate flexible marketing strategies to adapt to the market.Third,expand marketing channels and enrich marketing modes.Fourth,strengthen internal management.The innovation of this paper lies in not sticking to a certain marketing theory,but combining with a small and medium-sized enterprise in the mining machinery industry,combining with the actual situation of the company,making flexible marketing strategies and putting forward specific optimization suggestions.From the three dimensions of organization,market and channel,this paper discusses the current situation of marketing management and provides optimization suggestions for marketing management in order to solve the bottleneck problem of a company's development.The optimized marketing management strategy not only meets the individual needs of the company's development,but also reflects the commonness of the marketing management of small and medium-sized enterprises in the industry.It provides a reference for the development of a large number of small and medium-sized enterprises in the mining machinery industry.