cp公司旋挖钻机营销战略工商管理专业论文.docxVIP

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 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 ABSTRACTAs ABSTRACT As an important branch of mechanical industry,construction machinery industry，beginning in the mid—term of last century，has developed for two hundred years．Being 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 projects．With 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 demand．China’S competitive 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 core competitiveness of these Enterprises is not obvious．In addition，most enterprises still focus on procurement and assembly while few of them are able to design and process key structure．At present domestic rotary drilling rig market inventory is probably about 600．The Market share of domestic enterprise listed above range from 20—60，and none of them has formed the relative superiority．Therefore，facing the attractive market prospect and the intense market competition，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,the company 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 growing competence between companies in the same field，the author has used Five Force Model Model to analysis construction machinery industry and carried on the comprehensive analysis using the SWOT analysis theory to CP Corporation，made the advantages and disadvantages，ch