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“十一五”期间,伴随着国内大型建设项目的上马,工程机械行业尤其是旋挖钻机行业迎来了前所未有的发展机遇。面对诱人的市场前景与激烈的市场竞争,如何制定一套行之有效的营销战略,快速的抢占市场份额,是行业内每家企业的当务之急。本文以4V营销理论为基础,对旋挖钻机行业提出了新型的营销策略组合,希望对旋挖钻机行业的发展有所贡献。
During the “Eleventh Five-Year Plan” period, with the launch of major domestic construction projects, the construction machinery industry, especially the rotary drilling rig industry, ushered in unprecedented opportunities for development. In the face of attractive market prospects and fierce market competition, how to formulate a set of effective marketing strategies and quickly seize market share is an urgent task for every company in the industry. Based on the 4V marketing theory, this paper proposes a new marketing strategy combination for the rotary drilling rig industry and hopes to contribute to the development of the rotary drilling rig industry.