Research On Marketing Strategy Of SV Machines In CHINA

In recent years,China’s strong support for the manufacturing industry,CNC machine tool is not only used as a working mother machine in the machine tool factory,in the field of aerospace,new energy vehicles,machine tool as an important processing tool machine.The machine tool industry has always been an important strategic layout for the country’s manufacturing industry,and also an important layout for manufacturing enterprises,especially in the aerospace,automobile manufacturing,rail transit and other high-end equipment manufacturing research and development work,the machine tool industry plays an important role.We have to face the pain of weak high-end manufacturing on the way to "manufacturing power".Many key parts of the material,structure,processing technology has particularity,with ordinary processing equipment and traditional processing technology cannot meet the requirements to meet the difficulty,must use high-precision,multi-axis linkage,high-efficiency high-end CNC machine tools to meet the processing needs.In order to maintain the healthy development of enterprises and occupy a larger share in the market competition,it is necessary to formulate effective marketing strategies and accurately understand the market demand.First of all,based on the modern marketing theory,this paper studies the current situation of the marketing strategy of SV Machine Tools in the Chinese market.Because there is no accurate market segmentation and market positioning,the product pricing,product strategy and sales model are not very reasonable in the designation of marketing strategy,which leads to certain problems in the marketing process of SV Company in China.Secondly,the macro environment is studied by PEST analysis method,and the competitive environment of the industry is analyzed by Michael Porter’s five forces model.Combined with the analysis of the internal and external environment of the company,the SWOT analysis is used to conclude that the SV company should make full use of external opportunities,expand its own advantages,accelerate the price adjustment of products to adapt to the Chinese market from the product market,adopt the growth strategy(SO),and open up new markets.Then,using STP analysis,through the segmentation and evaluation of Chinese machine tools,the target market of SV machine tools is determined as the market of metal cutting machine tools.Combined with 7PS portfolio marketing strategy formulation,put forward the expansion of product portfolio strategy,product portfolio pricing strategy;Improve the staffing of stores around,flexible local sales policies;Strengthen promotion strategies for trade shows,industry seminars and relationship marketing.Finally,the paper puts forward the safeguard measures for the implementation of the marketing strategy,including introducing new investors to the exclusive store,adjusting the company’s management structure and division of labor,building the service and sales team,strengthening the guarantee of the consignment and the use of financial resources.So that SV machine tools in the Chinese market has a higher market share.