Study On The Sales Strategy Of Passenger Car Enterprise

This thesis makes a deep theoretical analysis on current development, sales model, marketing channel of domestic coach industry and existing problems. All of the analysis is on the basis of a wide range of market research, many bus companies' visiting and the communication with high-level sales managers of some coach enterprises.At present, development of domestic coach industry is rapid, operating style is various and there are state-owned enterprises, joint ventures, joint-stock companies, private enterprises and so on. Nevertheless, the production is excess and the competition in the market is strong. Each enterprise carries out a feverish price war in order to seize market, while ignores the quality of product. But in respect of new product development, many enterprises have little input, some even without any ability of new product development. Some enterprises are limited to simply imitating products made by other enterprises. Therefore, such enterprise lacks brand consciousness and has a weak characterized product development capacity. The random, disordered and inferior coach industry causes many companies have poor capacity to update the product. Moreover, the depth and width of product chain can't meet the demand of changing market. The simple sales way increases the sales cost of many enterprises. Salesmen from most enterprises are not well trained. They are unable to communicate with customers effectively in the sales process, whether in expertise or sales technique. This may affect the overall image of enterprise. At the same time, the construction of information lags. It is lack of effective input in the process of collecting market information. Market information feedback system is not perfect and market information lags. All of these cause products are out of line with the demands of the market. At the same time, export coach market requires to be further standardized, export system needs to be perfected and coach enterprises should establish strategy cerebration of globalizational management.The foresaid problems effect the development of domestic coach industry. In reviewing the these problems existing in domestic coach industry, this thesis makes analysis on six aspects including product, brand, human resource, after-sales service, information management and internationalization development, looks for methods to solve problems and elaborates sales strategy adopted by coach enterprise. The study of this thesis can provide use value for the coach enterprise, and the main contents reflect five aspects as follows. The innovation is marked by asterisk.(1) The thesis analyses the sales model and marketing channel adopted by domestic coach enterprise at present. Through analysis, the thesis points out method to establish and effect marketing channel for coach enterprise, feature of popular sales model and the suitable coach enterprise.(2)This thesis raises a four dimensional analysis chart method for the first time on the basis of discussing the optimum combination of enterprise product by using Boston matrix technique and a three dimensional analysis chart method. This thesis analyses the optimum combination of enterprise product by using the four dimensional analysis chart method, and the four elements are market share, market growth rate, profitability and sales efficiency. This thesis points out that enterprise should have reasonable construction in depth and width of product chain. Moreover, this thesis elaborates enterprise can adopt reasonable marketing strategy in order to increase market share of enterprise in different product time by using the product life cycle theory. Using resource basis strategy theory and consuming psychology theory, this thesis expands the brand strategy. The product is divided into first-line brand, second-line brand and third-line brand for the first time, so the brand construction becomes a gradient-based and hierarchical one. The method of first-line brand construction is discussed. A good brand is the basis of enterprise development and the guarantee of product quality, which can provide a good social environment for the development of enterprise.(3)This thesis explores the human resource construction of enterprise on the basis of the statistical analysis method, the work amount measurement and marginal returns method. Salesmen are one of the most important attributes of enterprise human resource. Therefore, training and reservation of salesmen are important content of human resource construction. And this thesis especially pointed out the importance of talent reservation to the sales department of coach enterprise. Moreover, this thesis first points out that the new pattern of coach sales is a team sales. The change of traditional sales pattern and the establishment of powerful sales team is new method to enhance the sales and market share. So team sales is the development treads of the coach sales. (4)At the service strategies, combined on CRM customer resource management system, it is appropriate to establish a perfect customer service system, adopting the zone management mode of after-sale service, to expand service coverage area, improve the quality of service, and to build fitting storehouses in order to provide good and prompt after-sales service for customer. Service is the effective measure of competition in coach market, which can create good market image for enterprises.(5)At the information construction, enterprise needs to perfect information feedback system. This provides instant information service for the enterprise in order to make enterprise grasp the market demand and expand market share. This thesis proposes the accuracy and effectiveness of information should be the target assessment for staff in sales department of coach enterprises for the first time. Strengthening the control of the sales process, conducting an objective and fair evaluation to sales staff, improving the work mode and inspiring enthusiasm for their work, all these are in order to create a greater value for enterprises. The enterprise should establish international ideology, select suitable export strategy, increase export, make its product go abroad, expand the international market and create international brand of Chinese coach in their developing process.