文档介绍：展提供有效的营销战略,同时,为各旋挖设备企业的发展提供有益的借鉴。
关键词 营销战略SWOT分析 STP分析 4V营销理论旋挖钻机
ABSTRACT
As an important branch of mechanical industry,construction machinery industry,beginning in the mid—term of last century,has developed for two hundred an Indispensable part of construction machinery industry,rotary drilling rig is widely used in municipal administration construction,roads and bridges,high—rise buildings and other infrastructure construction the booming of China’S construction projects,this new product is sought after by many enterprises for its high price,profitability,and a strong market ’petitive strength of the rotary drilling rig manufacturers are mainly Xugong Group,Sany Group,CP,Yutong,etc. However,as the time since they enter this area is lirnited and the product maturity and serialization are still to be further improved,the petitiveness of these Enterprises is not addition,most
enterprises still focus on procurement and assembly while few of them are able to design and process key present domestic rotary drilling rig market inventory is probably about Market share of domestic enterprise listed above range from 20—60,and none of them has
formed the relative ,facing the attractive market prospect and the intense petition,how to formulate a set of effective marketing strategy and grab market share quickly should be an urgent matter for these enterprises.
The author of this article sets CP,pany he/she once served for,as the object of the study and the full text is divided into seven parts: at first,as the development of the economy and the petence panies in the same field,the author has used Five Force
Model to analysis construction machinery industry and carried on prehensive analysis using the SWOT analysis theory to CP Corporation,made the advantages and disadvantages,challenges and threats of CP the author introduces the strategy--SO
Strategy that CP Cor