Marketing Strategy Research For The High-speed Industry Door Of HM Company

HM company is the world leading entrance solution provider,the main product is high speed industrial door.HM company has been operated in China market for more than twenty years as a German family company.In the current China big picture,the company's sales amount is increased steadily year by year,also with the slow growth of sales margin.At the same time,the factory capacity which planned 20 years ago has not adapted to the current sales volume,and the expansion of capacity is imperative.HM China's third factory is in construction and is expected to start production in early 2019.The expansion of the third plant will require rapid growth in sales.In addition,the external upgrade of China's economic structure and rapid urbanization leads to the development of the economy as well as the raising of people's purchasing power and re-construction.The traditional industry is disappearing and new industry is turning up.The rapid change of economic and social environment brings opportunities to HM company also with more complexity,the challenge.Therefore,it is of unusual significance to design and optimize the marketing strategy of the company.Promoting the product popularity and brand image has a special significance to HM company no matter for the short-term or long-term development.Combined with economics,marketing and management theory and tool as well as author's years market working experience in HM company,this thesis discusses the changes in high speed industrial door market demand that HM company facing and HM company's marketing situation and deficiency,by HM's competitors' analysis to understand HM's competition situation.Study HM high speed door's marketing position and its strengthen and short in 4P based on investigation and research.Study HM high-speed door's marketing segment and product position.Finally develop a marketing strategy upon customer's demands combining with China's external economy and society situation as well as the internal company's strategy.This paper is divided into six parts.The first part explains the background,significance,research method and technical route of this research.The second part elaborates the marketing theory and the recent development,and also further explains the industrial product marketing theory.The third part analyzes the marketing situation and existing problems of HM company's high-speed industry door.The fourth part explains the high-speed industry door's macro environment,and analyses the industry competitors,finally use the tool of SWOT analyze HM high speed industrial door's internal condition and external orientation.The goal is to integrate various aspects and then develop a proper strategy for HM high speed industrial door.The fifth part is based on the customer research and marketing segment STP theory to analyze and clear the marketing position.Marketing strategy must be based on customer requirement.The product position is a very important part of marketing strategy and the product position comes from the customer requirement.The sixth part expounds specific marketing strategies of HM company high speed industrial door.On the basis of the traditional 4P theory,marketing strategy for HM company high speed industry door is explained in detail on five aspects: Product,Promotion,Price,Place and Service.