Research On Improvment Of Domestic Key Account Marketing Strategy For PH Company

Chinese economy is keeping growing on a high rate of speed,Urbanization is fully developing.Meanwhile,Chinese government increase the investment at infrastructure,the road construction,bridge construction,tunnel boring,intercity high-speed rail,urban metro,and BRT,Tram project investment reach new heights.Following prosperous Chinese infrastructure market,China became the one of most biggest construction machinery equipment market worldwide.The prosperous demand create health environment for domestic company,meanwhile,Chinese government policy is leading the market,compare to the foreign company,such as XCMG,Sany,Zoomlion,Liugong have achieved the reverse of foreign brands in certain segments..If engine is the heart of construction machine,then the steel frame should be the bone,and the hydraulic system should be the muscles and blood vessel.The hydraulics component is very important,and foreignhydraulic brand is much popular in Chinese market,in 2017,foreign brand keep 60% market share.For one side,although the Chinese market is hard to predicted,the domestic construction machinery company should be dominated;for the other side,Chinese customer trend to buy foreign hydraulic component,but foreign hydraulic company need to change their strategy.They are facing to a challenge they never see before,it can't only guarantee the rapid development of new projects and mass production,but also avoid the overstock when the market declines,all the foreign hydraulics companies need to find a new marketing strategy.From the perspective of marketing,takes PH company as the research object,applies relevant literature and theories,and combines my own industry experience,in-depth analysis of PH local key account marketing strategy,improve the strategy for domestic key account,through research and interviews with global and domestic key account on site,use STP,4P,4R theory,improve the market targeting,product,price,place and promotion,adjust the company frame,local production,and increase the market budget,the new strategy is much suitable the domestic key account,ensure the company development with long-term and profitable,and provide reference to similar company?...