Research On Marketing Strategy Of KHC Series Horizontal Machining Center In KJ Company

For ten consecutive years in the world since 2002,China machine tool imports the first,consumes the first,since 2009,when GDP first five consecutive years in the machine tool,shows China's machine tool industry in the world machine tool industry has occupies a pivotal position.The embodiment of China's machine tools more prominent on the scale of market demand,rather than independent product technology competition strength.Since the second half of 2011,China's machine tool industry market bid farewell to the rapid growth of more than 10 years,went into meltdown.Run to 2016,the industry as a whole has entered a downward in the sixth years,its characteristics can be summarized as:shrinking market as a whole,increased competition,product structure and market demand contradiction has become increasingly prominent.This is mainly embodied in three aspects:the contradiction of the low-end products demand decreases,and low-end products,excess capacity contradictions;In the high-end market demand is stable,and the contradiction of domestic machine tool is difficult to meet the demand of the processing;Standard general-purpose machine tool of the inherent advantages,customized with the customer needs to upgrade.In the face of declining market,upgrading transformation is China's the only way for enterprise survival and development of the machine.As has more than seventy years long history,the profundity of KJ-company,also facing the unprecedented challenges,but the challenge never not hidden risk,more is the symbol of opportunity.Transformation and upgrading of KJ company is positive,and strike first in high-end machine tools in the market,in the high-end market demand for the special research and development,developed a KHC horizontal machining center series products,as first foray into the high-end market products.KHC horizontal machining center series is a difference between and ordinary machine tools in the high-end products,the market also has difference with traditional markets.But KJ company at KHC horizontal machining center series products on the market development of still continue to use the traditional marketing model,the lack of clear understanding of competition environment,the product positioning,price,promotion way not reasonable planning,could not adapt to the complex and changeable market environment,makes the product didn't realize rapid transformation of the market.Therefore,formulate scientific and rational marketing strategy,is to improve KHC horizontal machining center series product sales situation of urgent need,also is the important guarantee of realizing the sustainable development of KJ company.Based on the KJ company KHC horizontal machining center series products as the research object,from the product promotion,the main problems and the causes of problems encountered in,through in-depth study of the external environment and industry environment analysis,using the related theory of marketing,focus marketing mix strategy,brand strategy,and by the manufacturer to the improvement of industrial service transition strategies.