Research On Optimization Of Marketing Strategy Of ND Company’s Motor Manufacturing Machines

With the official implementation of the "Made in China 2025" strategy,its domestic social and economic development has been significantly affected by the machinery manufacturing industry.At this stage,my country’s machinery manufacturing enterprises should carry out a proper and reasonable combination with industrial integration,social economy and other aspects,optimize their own development strategies based on this,and effectively adapt to the changes in internal competition in the market.The construction work carried out by the model is extremely critical.ND company is a comprehensive enterprise dedicated to the motor manufacturing industry.It’s main business include three divisions: the first is the core business-production and sales of motor manufacturing equipment;the second is to Provide customer the costeffective motor parts;the third is to provide motor manufacturers with technical services,project support and project turn-key service.The company encountered certain problem in the marketing.This thesis selects ND company as the specific target of the case analysis.First,it introduces the basic information of the company,collects and sorts out the marketing theory,and then combines the PEST analysis method and Porter’s five forces model tools to carry out the analysis from the external macro environment and the internal competition environment of the industry.A comprehensive analysis of the marketing environment reveals that opportunities outweigh challenges.Secondly,the questionnaire survey method and market research are used to obtain feedback information,and the problems existing in the 4P perspective of enterprise marketing status are obtained.Through SWOT analysis,it is concluded that we should give full play to our advantages,take advantage of opportunities,and choose appropriate marketing strategies.After STP analysis,we should choose new energy,industry,home appliances,and engineering machinery processing as the target market and position the market to provide high-quality products and high-quality services.Afterwards,an improvement plan was proposed from the perspective of 4Ps for the company’s marketing strategy,and finally safeguard measures were proposed.The research object selected in this thesis is the marketing related to automatic motor production equipment,and domestic and foreign scholars have relatively little research in this field.The strategic suggestions put forward in this thesis can not only help enterprises to solve practical problems,lay a foundation for the follow-up development of enterprises,but also provide reference for the development of marketing in the motor production equipment industry,which has certain reference value.