Research On M Company’s Marketing Strategy Of Forklift

Forklift is closely related to the overall operation of the macro economy,and is widely used in manufacturing,postal transportation,logistics and storage,food and medicine,chemical industry and other industries.Since 2009,China has become the world’s largest forklift manufacturing and demand market.However,in recent years,China’s forklift industry has faced a series of new challenges with the gradual weakening of demographic dividend advantage,large-scale influx of capital,the negative impact of COVID-19 and trade friction on the international economy.Therefore,in the new environment,how to guide forklift enterprises to advance steadily in the flood of the market,how to adjust and improve the original marketing strategy and develop more suitable and competitive marketing strategy in the new market pattern has become a problem that forklift enterprises need to solve.The author selects M Company,a representative forklift truck enterprise,as the research object of this paper.Firstly,the development strategy is determined,and then the existing problems of the company’s marketing strategy are analyzed based on the information obtained from the interview.First of all,through sorting out relevant literature and mainstream research methods of industrial vehicles and forklifts,it provides some theoretical basis for future research on M Company’s development strategy and marketing strategy.Then the current macro environment analysis of M company(political,economic,technology)and micro environment(competitors),on the basis of SWOT-AHP analysis tool to create matrix,the M company from internal analysis has its own advantages and disadvantages,from the external analysis environment opportunities and threats facing the enterprises,and through the way of quantitative,Strategy is plotted on four quadrant coordinates.Through the analysis of the current situation of M company’s marketing strategy by interview method,it is found that M company’s current marketing strategy has serious product homogeneity,incomplete online channel construction,insufficient promotion efforts,single means and other problems.Then,based on 4P marketing theory,we integrated some relationship marketing concepts into sales promotion to make up for the deficiency of4 P marketing strategies in this industry,and studied marketing improvement suggestions matching with M company according to the specific problems.Paper with the method of layer,make sure the company’s development strategy,and marketing strategy of the company put forward Suggestions for improvement,forklift for M company reference and guidance for the marketing work smoothly,the research can help the forklift truck enterprises to correctly deal with the current market conditions,a reasonable grasp the opportunity,avoid risk and find a new marketing idea,At the same time,it also provides suggestions and basis for other forklift manufacturing enterprises to implement correct strategies.