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The client is a leading enterprise in construction machinery industry in China and enjoys a good reputation in China and even the world. It is a competitive and well-known enterprise. Its product sales network has spread all over the world, has established hundreds of overseas agents to provide marketing services for users.

it hopes to determine brand advantages and find out improvement direction of current brand in products and services by comparing advantages and disadvantages of competitive brands.

This research uses telephone interview, 700 users of 10 key provinces, from safety, environment suitability, reliability, maintainability, operation and usage economy, by comparing usage condition of target product and competing products, determine brand advantage, find out product and service direction; At the same time, analyze purchasing behavior of decision-makers to understand concerns of users.

1. Identify advantages and disadvantages of competitors for the client, and determined the brand advantages; 2. Based on the actual situation of the entrusting party, put forward feasible improvement suggestions for brand disadvantages generated in different links; 3. Output the purchasing behavior characteristics and purchasing concern factors of users in different regions to provide an accurate direction for future business publicity and development.