Development countenneasure of huhong machine tool based on marketing management theory in changzhou market

Abstract

In the post industrial era, machine tool products have determined technological level of manufacturing industry for high-end equipments. Research Method: Hand out questionnaire in Changzhou market and take empirical analysis on customer constitute and customer procurement process in Changzhou target market. Indication of Research Results: Private customers share nearly 90% market and new customers for 64%. New customers obtain product information via recommendation of regular customers and quality performance is the first factor taken into consideration when the customers purchase machine tools. Aim to investigation and analysis results, marketing mix strategy of Huhong machine tool in Changzhou market has been brought forward and mainly includes channel strategy, promotion strategy and Customer Relationship Management (CRM) strategy. © 2013 Asian Network for Scientific Information.