The Research On The Marketing Strategy Of S Company

The Chinese excavator market has experienced the development of high speed increase,explosion,decline and rise again in the past 10 years.currently,the sales of domestic excavators have occupied 60 % of the global excavator sales.As the largest excavator market continues to attract all the famous excavator enterprises in the world to invest into China,research and development,production and sales,this market has become the key market for the future of construction machinery enterprises.Although China's excavator industry has achieved impressive results,but with the development of the market,the shortage and challenges that the industry faced are increasingly prominent.This article takes s company as the research object,combines the marketing management theory and marketing practice,analyzes the current situation of the marketing problems in the marketing process of s company excavator.At the same time,combined with the macro and micro environment of s company,analyze the marketing environment of our country excavator market,use SWOT analysis method,find out the opportunities,threats,advantages and challenges faced by s company excavator market,and design the marketing strategy of s company excavator market from the aspects of product,price,brand,promotion,channel and so on.Finally,the article puts forward the marketing guarantee of the marketing strategy,from the organization guarantee,the advantages products,production support system,marketing innovation ability,risk control management and so on to put forward the suggestions to ensure the implementation of the marketing strategy.