Mining Euipment After-market Product Marketing Strategy Study Of Company A

After rapid growth of mining machinery industry in last decades,the population of mining equipment is huge,and industrial stock market is coming.One of the major challenges and opportunities for mining equipment providers,including Company A,is how to change the business mode and further explore the after-market business potentials in stock market era.The problems and obstacles of aftermarket business was analyzed in the paper after describing the operation of Company A.PEST and the five-force models were used to analyze external macro-environment factors and industrial competition.And then SWOT was used for after-market business strategic analysis and changes by analyzing the internal advantages and disadvantages,and external opportunities and threats.Combining market segmentation and Customer Delivered Value theories,the preference of the cost and value factors by the different customers were researched and the customer were divided into 3 segments,including Value Driven,Cost Driven and Mixed in the paper.Based on differentiated marketing strategy,target market segments were chosen.And then,based on 4Ps marketing mix strategy,the aftermarket product marketing strategy were studied from the perspectives of the product lines,multi-brands,client base,differentiation price and multi-channels.In the final part,the conclusions were summarized and promotion strategy was outlined.The paper was based on the mining machinery after-market business of Company A.And different aftermarket product marketing solutions were discussed,which formed some useful guidance to the aftermarket business activities of Company A.Meanwhile,the result may benefit the mining machinery industry,or even the whole engineering machinery industry.