Research On Marketing Strategy Of K Company's Non-road Diesel Engine

With the development of China's economy,both agricultural planting and infrastructure construction are becoming more and more mechanized.This provides a broad market space for the whole non-road mobile machinery market,but as a power supplier of many mechanical equipment diesel engines,the sales market is more competitive.The main reasons are the increasingly strict policy factors of the national environmental protection policies,as well as the objective demand of social development terminal consumers for product upgrading.At present,many diesel engine manufacturers have been acquired by automobile factories.Unless the products of independent diesel engine factories have considerable technical advantages and price advantages,they will gradually withdraw from the automobile market and fully enter the non-road market.The original non-road diesel market has been reshuffled again and again,and the market competition situation has further deteriorated.Based on the author's own work,this paper firstly elaborates the background of the research on the marketing strategy of K company's non-road diesel engine,and explains the significance of the research.Then elaborated in this article USES in the marketing related theory and the concept,has enriched this article USES in the theoretical basis.Secondly,the authors refer to relevant documents and information,reference K company internal accumulation of a large number of marketing material,macro marketing environment analysis of K company,and mainly to do a detailed study of the road of the diesel market analysis,SWOT analysis method to K to the company's internal resources and external environment the organic combination,depth of mining company K resources advantages and defects,and list the opportunities and challenges faced by K company.Then,the marketing strategy of K company's non-road diesel engine market is analyzed.Finally,combined with the analysis conclusions of the first four chapters,this paper studies the countermeasures and methods to solve the problems from the perspective of practical problems,and puts forward the marketing strategies of non-road diesel engine market,which is beneficial to promote the development and optimization of its marketing work.Improve the market competitiveness of K company,increase the company's profit growth point,and lay a foundation for the realization of K company's corporate strategic goals.