Study On Marketing Strategy Of Machinery Company

Chinese machinery engineering industry has grown as a mature industry.The competition is inevitable especially in current market environment.Many local brands stepped into the industry with low technology level.Nowadays,they became more stronger.Sany has achieved market leadership for many years in China.In recent years,government policy motivated the whole industry development,meanwhile industry cyclical rising,product update cycle coming and strict environmental control policy push the industry to the next technology level.The whole industry is rising.The competition leads profit decline.Based on the above background,the aim of this thesis is to provide theoretical and practical reference for Z machinery company’s further marketing strategy.Therefore,this study discusses the macro environment and industry environment and the details sales status of Z machinery company.From SWOT analysis,some strategic options are raisen.Combined with the background and purpose of the study,the marketing strategy and service strategy of Z machinery company is constructed.The balanced scorecard is recommended to supervise and control the process and result.Some correction measures are needed to ensure the effect.In terms of reference for Z machinery company marketing strategy,this paper analyzes and compares the industry development history.Z machinery company has accumulated rich experience.With the competition from local brands,Company Z has to face the problem of market share and profit decline.As a member for marketing group,I would like to have a comprehensive and detailed analysis for the poor performance of Company Z and try to get the ley to the solutions.The article is expected to analyze Company Z based on a theory and practice manner.The article will study the current product and product market,then analyze existing marketing strategy.The last,the article will,after considering the resources and capabilities of company,propose the solution "marketing combined strategy" and"service strategy" to optimized the marketing strategy of Z machinery company.It is expected to enhance Z machinery company competitiveness.