D Research On Optimization Of Key Customer Marketing Strategy Of Chinese Companie

The hydraulic component industry is a general equipment manufacturing industry related to the country and people’s livelihood.The development of the hydraulic component industry is closely related to the modernization of the national economy.Since March 2020,after the domestic epidemic has been effectively controlled,the compensatory demand for construction machinery and equipment has begun to release rapidly,and the state has increased counter-cyclical adjustment efforts,and infrastructure investment has continued to rise,thus effectively boosting the demand for construction machinery and equipment.As a manufacturer of hydraulic components in the supply chain of construction machinery industry,D China Company has already caught the changes in market demand,but D China Company has many problems in marketing management,especially for major customers.With the competition in China With the rise of rivals,the company faces the danger of being eroded in market share.Therefore,this paper takes D China Company’s key customer marketing as the research object,and according to the current industry competition,deeply analyzes the current situation of the company’s key customer marketing,and finds out the existing problems;Strategies are optimized to match the requirements of industry competition for marketing management.This paper firstly introduces the internal situation of D China company and the current situation of key customer marketing,and analyzes the problems existing in D China company key customer marketing in detail based on marketing theory:product line is too long,service lags,key customer technical training is not in place,product Problems such as high price,single channel strategy and promotion strategy.Then analyze the competition situation of the industry in which the company is located around the internal and external environment of the company,and lay an objective foundation for the subsequent marketing strategy optimization plan.The article finally subdivides the market that the company faces through the marketing strategy,then evaluates the subdivision market,and finally selects the target market.Before selecting the target market,this article evaluates the seven sub-markets of construction machinery subdivided by machine types from the size and development trend of the sub-markets.When analyzing the market segment size and development trend,we mainly use the data statistics and data forecast of the construction machinery industry for quantitative analysis,and propose specific marketing strategies and strategy optimization plans for D China.In terms of strategy,we mainly carry out market segmentation,selection and positioning of D China Company;in terms of marketing strategy,we will re-optimize product mix,price setting,product delivery,technical services,etc.,and at the same time adjust the company’s organizational structure and establish a customer-centric approach.The value system,capital guarantee and other measures of the company can enable the new strategy to better contribute to the improvement of the performance of D China’s major customers.Based on the theoretical knowledge of marketing,combined with the actual situation of China’s construction machinery market and D China’s company,through analysis and demonstration,this paper finally puts forward a plan to solve the practical problems that D China’s company faces in the marketing of major customers,which has practical significance.At the same time,the paper has certain reference significance for other hydraulic components manufacturers who are expanding and seeking development.