专用非标装备低压铸造机营销策略优化探析

Analysis on Marketing Strategy Optimization of Special Equipment for Low Pressure Casting Machine

中国经济已进入一个需求平稳、增速减缓的新常态,顾客需求呈现出明显个性化特点。随着互联网广泛深入到各个领域,给传统的工业装备营销模式带来诸多挑战。本文以华东某低压铸造机生产企业为例,运用现有营销理论,对大型专用非标装备低压铸造机营销策略优化提出了一些看法与思路。阐述了项目营销、口碑营销、定位营销在大型装备营销中的应用,同时,建立系统的客户关系管理也是未来装备营销至关重要工作之一。

China＇s economy has entered a new normal of smooth demand and growth slowdown. Customer demand presents the obvious personalization features. As the Internet has penetrated into every field,it brings to the traditional marketing mode of industrial equipment many challenges. In this article,with a low pressure casting machine manufacturing enterprises in east China as an example,using the existing marketing theory,the author put forward some views and ideas for the low-pressure casting machine of large-scale special non-standard equipment marketing strategy optimization,expounds the application of project marketing,word-ofmouth and positioning marketing in the large equipment marketing. And furthermore,establishing a system of customer relationship management（CRM）is also one of the important works in the equipment marketing.