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 into a new normal with steady demand and slowing growth. Customer demand has shown obvious personal characteristics. With the extensive Internet access to all fields, it brings many challenges to the traditional industrial equipment marketing model. In this paper, a low-pressure casting machine in East China as an example, the use of existing marketing theory, large non-standard equipment for low-pressure casting machine marketing strategy optimization put forward some ideas and ideas. It expounds the application of project marketing, word-of-mouth marketing and location-based marketing in large-scale equipment marketing. At the same time, the establishment of systematic customer relationship management is also one of the most important tasks in future equipment marketing.