随着泰国基础设施建设和城市化进程的加快，重型机械租赁行业呈现出持续增 长的趋势。然而，中小型民营企业在市场竞争中普遍面临品牌影响力不足、营销理念 落后及资源整合能力有限等问题。本文以泰国曼谷C重型机械有限公司为例，运用PEST 分析、波特五力模型、SWOT分析、4P与4C营销理论，对泰国中小型民营重型机械租赁 企业的市场营销现状及问题进行了系统研究。研究发现，C公司在产品和渠道布局方面 具有一定优势，但其营销策略仍存在产品同质化、定价模式单一、促销手段不足及数 字化推广能力薄弱等问题。针对上述问题，本文提出了优化建议，包括：强化差异化 服务与品牌建设、采用灵活定价策略、构建线上线下融合的营销渠道、以及提升数字 化营销与客户关系管理能力。研究结果对于提升泰国中小型民营重型机械租赁企业的 市场竞争力、完善营销体系以及推动行业可持续发展具有一定的参考价值。
With the acceleration of infrastructure construction and urbanization in Thailand, the heavy machinery rental industry has shown a steady growth trend. However, small and medium-sized private enterprises generally face challenges such as weak brand influence, outdated marketing concepts, and limited resource integration capabilities. This study takes C Heavy Machinery Co., Ltd. in Bangkok, Thailand as a case study and applies the PEST analysis, Porter’s Five Forces Model, SWOT analysis, and the 4P and 4C marketing theories to conduct a systematic investigation of the marketing strategies of small and medium-sized private heavy machinery rental enterprises in Thailand. The results indicate that C possesses certain advantages in product and channel strategies, but still suffers from serious product homogeneity, a single pricing model, insufficient promotional approaches, and a lack of digital marketing capabilities. Based on these findings, this paper proposes several improvement strategies, including strengthening service differentiation and brand building, adopting flexible pricing mechanisms, developing integrated online and offline marketing channels, and enhancing digital marketing and customer relationship management. This research provides valuable insights for improving the market competitiveness of small and medium-sized private heavy machinery rental enterprises in Thailand, optimizing their marketing systems, and promoting sustainable industry development.
