Research On Marketing Strategies Of Boat Engine Products Of Steyr Company

In recent decades,China's boat manufacturing industry is booming,boat manufacturing technology is also improving,also there are more and more types of boat,such as patrol boats which for coastline safety,pleasure boat for tourist and unmanned boat etc,The continuous improvement of ship performance not only puts forward higher requirements for boat design,but also puts forward higher requirements for propulsion system.So there have a place for overseas advanced marine engine in local.As a typical high value-added and high technology industrial product,marine engine marketing should be supported by a comprehensive marketing strategy.With the constant change of market environment,the classical marketing strategy is no longer applicable to the new industrial market environment.It has become an important task to find out the marketing strategy which suitable for industrial products under the new environment.This thesis takes Steyr company as sample,which is an European engine maker with a history over 100 years.It officially entered the Chinese market in 2016 and provide marine engine andservices.This thesis mainly studies the marketing strategy of Steyr company in China.Firstly,it introduces the current situation and competition of boat engine industry.Secondly,find out the insufficient of marketing strategy and analysis reasons.Thirdly,present the new application of marketing strategy for Steyr company.Mainly use environment analysis tools for detailed marketing environment,combined with analysis of direct competitors,summarizing Steyr company's current marketing strategy application status and marketing status.Through the marketing questionnaire survey and the Three-Analysis method,find the problems and the reasons.Finally,based on in-depth study of industrial marketing theory,design a new marketing strategy which is more suitable for Steyr company.The results of this thesis show that different marketing strategies are adopted according to the different markets of the boat engine application.For unmanned boat market,the project marketing strategy is adopted;for lifeboat market,it is better to use relationship marketing strategy;for the official boat market,the cross-sell marketing strategy is a better choice;for customers in different regions,use market channel.The marketing strategy combination proposed in this thesis has high reference value and practical significance for Steyr company.It can also be used as areference for similar foreign industrial products to enter Chinese market.