Study On Marketing Strategy Of Lonking Loader In Xuzhou

Under the background of declining market sales and profits for many years in China's loader industry,the competition among loader agents has become increasingly fierce.This paper mainly takes the loader agent Xuzhou Lonking Construction Machinery Company as the research background.Xuzhou Lonking Construction Machinery Company mainly acts as the agent of Lonking Loader products in Xuzhou area.In recent years,the effects of traditional marketing methods of Xuzhou Lonking Construction Machinery Company have been weakened,customers have put forward more requirements for loan methods,used car inventory has increased,and the comprehensive level of after-sales service is low.Therefore,it is necessary to study its marketing strategy.This paper lists the research status at home and abroad,analyses the main contents of the research,and summarizes the research methods and technical routes.This paper uses marketing theory,PEST analysis theory,Porter's five-force analysis theory and SWOT analysis theory to study the following issues:First,the macro environment of Xuzhou Lonking Construction Machinery Company is analyzed.The macro environment of Xuzhou Lonking Construction Machinery Company is analyzed from four aspects: political environment,economic environment,social environment and technical environment by using PEST analysis theory.To clarify the opportunities and threats of external development of Xuzhou Lonking Construction Machinery Company.Secondly,the market environment of Xuzhou loader is analyzed.Firstly,the general situation of Xuzhou loader market is introduced,and the leading position of Xuzhou Lonking Construction Machinery Company in Xuzhou loader sales market is clarified.Thirdly,the customer demand of Xuzhou loader is analyzed.Research customer needs,including loader use,service,purchase and customer satisfaction.The questionnaire was designed according to the results of small-scale interviews,and the actual needs of customers were identified.Fourthly,the competition of Xuzhou loader market is analyzed.This paper mainly analyses the situation of Lonking,Liugong and Xugong agents with high market share in Xuzhou in terms of customer maintenance,new market development,old market maintenance,financial policy support,product price,after-sales service and training service,and clarifies the advantages and disadvantages of the internal development of Xuzhou Lonking Construction Machinery Company.Fifthly,it compares the resourcecapabilities of Lonking,Liugong,Xugong and Lingong,which are the main loader agents in Xuzhou market,and clarifies the advantages of the company's resource capabilities.Sixthly,it analyses the strengths,weaknesses,opportunities and threats of Xuzhou Lonking Construction Machinery Company,obtains SWOT analysis matrix,and uses WO accumulative strategy to make up for weaknesses by making use of opportunities,so as to get the next marketing strategy.The basic conclusions of this paper are as follows: Xuzhou Lonking Construction Machinery Company chooses WO accumulation strategy as its future development strategy.It designs marketing strategy from the aspects of improving sales promotion mode,improving financial policy support,improving sales mode of second-hand loaders and improving comprehensive after-sales service level.At the same time,it puts forward that Xuzhou Lonking Construction Machinery Company can organize its organization.Construction,enterprise culture construction and channel construction provide safeguards for the implementation of marketing strategies.