Research On PC Equipment Marketing Strategy Of S Company

The construction method of European and American construction has been changed again,and it is transformed from the on-site pouring structure into the prefabricated building,which is incomparable in construction quality,construction efficiency,energy conservation and environmental protection.With the development of China's economy and awareness of environmental protection,prefabricated buildings are receiving extensive attention from the country to the region,from real estate developers to building materials enterprises,from commercial real estate to residential property,and are developing rapidly.The development of prefabricated construction,brings along the changes of the concrete industry,by the concrete production and supplies into the production of concrete members and supply,thus lead to the development of production equipment of concrete members.This paper tries to carry out marketing strategy research and analysis on the development of concrete component production equipment of S,and carries out marketing strategy research and implementation analysis from strategic orientation,target market selection,product and market matching,resource allocation and safeguard measures,and provides reference for marketing strategy of S management.Based on the marketing strategy decision of the production equipment of S concrete members,the application of PEST theory to the external environment is used to conduct research and analysis.It is pointed out that the rise of the prefabricated building will inevitably lead to the transformation of the concrete industry,and the direct production of concrete will be transformed into the generation of concrete components,which will lead to the rapid development of the production equipment industry of concrete components.Furthermore,the VRIO model and SWOT model were applied to analyze and manage the four dimensions of S,such as SO,ST,WO and WT.After analyzing the competitiveness and target market of the industry,we suggest that S should have acquired the way of reorganization and entered the industry in an all-round way.It is suggested that S first develop other customers of building materials enterprises,followed by large and medium-sized construction enterprise customer groups,and finally focus on cultivating large and medium-sized Housing enterprises customer groups.The brand positioning of "providing the complete set of equipment solutions" is put forward.It is suggested that the differentiation market enter the strategy,"select the specialized"product and the market matching strategy,that is to provide the building material enterprise customers with the concrete component production line,to provide the large and medium-sized construction enterprises with the factory equipment solution,and to optimize the length and depth of the product line,so as to meet the more general market demand.From the three dimensions of high quality product,excess profit and leading service level,this paper discusses the competitive advantage of S,and determines the differential competitive strategy.After making marketing strategy decisions,we try to give suggestions on marketing strategy implementation from two dimensions of marketing resource allocation and safeguard measures.In the dimension of distribution of marketing resources,we analyze and discuss the aspects of organizational resources,human resources,research and development resources,marketing resources and so on.In the dimension of safeguard measures,we give suggestions from the aspects of system,culture and talents.The research significance of this paper can be summed up in three aspects,such as marketing strategy,healthy development of the industry and innovation of marketing theory.It provides suggestions for the marketing decision of concrete in S,and provides a reference for the healthy development of the production equipment industry of concrete components.Based on a series of marketing strategy theory analysis and case application,it brings some thoughts for marketing theory innovation.