Research On Marketing Strategy Of HS Packaging Machinery Company

With the further deepening of reform and opening up,China's modern industrial development has entered a new stage of supply-side reform.Packaging,as the last link before modern industry enters the field of circulation,plays an important role in modern industrial production.However,the current situation of packaging industry is that a small number of leading enterprises have the advantage of technology and capital.Most of them are small and medium-sized enterprises with scarce human-intensive capital,unable to make a strong contribution to industrial upgrading.HS packaging machinery is such a small and medium-sized enterprise.Because the middle and low-end market falls into the Red Sea,the price war has greatly weakened the company's profitability.It is urgent to get out of the predicament and find a new marketing outlet.Firstly,by referring to a large number of references related to packaging machinery marketing at home and abroad,and drawing on the theories and methods used by predecessors on similar issues,this paper consolidates the research foundation.Then it carries out investigation and research,enterprise interviews and related practices,analyses the problems existing in packaging machinery marketing from macro and micro levels,and makes a comprehensive analysis of the company,so as to get the thread of the company's existing problems from shallow to deep.In the end,this paper puts forward the marketing strategy of the company participating in the market competition of packaging machinery in China.The marketing strategy is mainly based on product mix solution,supplemented by the whole channel strategy,so as to upgrade the competitiveness on the basis of the company's existing advantages,and puts forward the company from the aspects of strengthening and perfecting the marketing system and building the service information system.Guarantee measures of packaging machinery marketing strategy.This study is conducive to improving the marketing dilemma of HS packaging machinery,and has a certain reference value for SMEs in similar industries to improve their marketing management level.