The Research of Marketing Strategy of SANY’s Roadheader Products
|Keywords||Marketing Strategy Channel management Brand Management Customer Service|
In the case of today's increasing emphasis on green economic environment, China as the world's major coal-producing countries, is the full implementation of the scientific development of the country's energy resources, planning and construction of the of thirteen national coal production base, to promote the establishment of large-scale coal production conglomerates promoting one million tons and 10 million-ton coal production mine construction and integration, and enhance the the mine single well production scale and degree of mechanization, prompting mine trend showed a steady growth in demand for coal machinery, the market potential is huge. After a comprehensive analysis of the types of coal machinery, technical entry point Sany Heavy Equipment International Holdings Co., Ltd. (referred to as \standard production line, run the highest industry standards of quality system, a new marketing concept and policy management, has experienced seven years of hard work, the enterprise has grown to become the industry leader of the boring machine. The article contains five main aspects, namely: the industry's political and economic analysis, and market competition environment roadheader product features and marketing situation analysis, market segmentation and product positioning, marketing strategy formulation and implementation of the marketing strategy safeguards. The body of this paper is divided into four chapters, the first chapter briefly introduced an international course of development, the product features; analysis of industry and external environment, competitive situation and customer demand characteristics, accurate Trinity International boring machine target market selection, product positioning, and also analyzed the current international marketing status quo; mainly elaborated in the third chapter of an international product strategy, pricing strategy, channel strategy, promotional strategy to create a strong brand for the industry to enhance measures of customer management ability; elaborated in Chapter Trinity International sound system with good coordination mechanism, enhance service capabilities, training, marketing and service team level through the establishment of an efficient corporate organization to effectively safeguard the implementation of the company marketing strategy. Comprehensive analysis of Sany Heavy Equipment International Holdings Limited roadheader product marketing strategy and research, the authors suggest that: Trinity International to fully understand the characteristics of the industry and the market, the target market segmentation, reasonable position to develop differences products, scientific pricing, meticulous management channels, to carry out a unique brand marketing strategies to meet the needs of different markets, different customers, the needs of different market segments; must have strategies and fully prepared to improve the efficiency of R \u0026 D, manufacturing, and service ; improve customer management and service system; cultivate high-quality marketing team with market management capabilities, to enhance the competitive advantage of enterprises in market competition, in order to enhance customer satisfaction and loyalty enterprise. Today, the socio-economic and information technology in the rapid development of the market has become more and more mature and increasingly subdivided the continuous influx of new manufacturers, resulting in market competition in a changing at the same time, users are becoming more sophisticated . With the changes in the market environment, marketing ideas continue to be updated with the spread of the marketing philosophy of coal machinery manufacturers also will be significant changes, by rigid shopkeeper concept into its own initiative, has introduced a new product and marketing strategies to win customers, meet customers, creating value for customers, in order to increase market share, enhance business capabilities. This paper by the case study of the marketing strategy of the Trinity International boring machine products, provide reference and help for the business development of the coal machinery industry enterprises.