Environment Analysis And Marketing Strategy Research On Tire Retreading Industry In China

Nowadays, with the development of the economy, the tire industry becomes larger and larger in China. On the other hand, the pollution of the old tire becomes a new problem in our country. Tire retreading industry is not only an industry, which can solve the pollution caused by old tire, but also an environment friendly industry that can save the energy and make new profits.Generally, tire retreading is the technology for reprocessing the old tire. It always plays an important role in the tire industry. Due to the historical reason, this industry in China is facing some difficulties, but it can be predicted that this new industry in China will have reasonable profit level and be developed very quickly in future. For any successful company, there are two keys for their developments. The one is the product, and the other is marketing strategies. In China, the condition is hard for both of them. On the one hand, the traditional tire retreading technology cannot meet the new requirement in China any more. On the other hand, the customers did not accept the retreading tire completely. To resolve these problems, we have to recognize the environment of the tire retreading industry firstly. And this is the main purpose for writing this dissertation.In our dissertation, we started from describing the background and the main theories of the tire retreading industry in China. Then, we discussed the environment of this industry in China, including the market environment, the competition environment, technology environment and the policy environment. At the third part, we did the strategy researches on the tire retreading industry in China. At the end of this dissertation, we did the analysis on Qiangli Company, and trying to find out a correct way for China's tire retreading companies to go.