Study Of The Marketing Strategy Of Qijiang Gear Works

As a famous auto gear manufacturer in China, Qijiang Gear Works has a long history and a brilliant past. At present, our country is facing the effect of entering WTO and more challenges come from other competitors. It is very important and most significant to give Qijiang Gear Work a marketing strategy scientifically. In this article, beginning from the present situation of international auto part industry, our state policies, macroeconomic and infrastructure construction, changes from OEM's purchase system and the effect to Qijiang Gear Works from entering WTO are represented. EFE matrix is set up and analyzed. The market of heavy-duty trucks and buses during the Tenth Five-year Period is analyzed and forecasted. And meantime, Professor Porter's five-forces model is used to analyze the market of heavy-duty transmissions. The key internal factors of Qijiang Gear Works are analyzed from the aspects such as the environment of the enterprise itself, the technological and economic characteristics of its product, the market future of heavy-duty transmissions during the Tenth Five-year Period, and enterprise debt, production capacity, product development capability, enterprise mechanism and marketing system. An IFE matrix is built of this basis and used to analyze and comment its internal factors. Based on the analysis of the aforementioned factors, the threats -opportunities-weaknesses-strengthens matrix is used to determine that the marketing strategy of Qijiang Gear Works should be as follows: enhancing capital operation, practicing stock company reform, strengthen R & D center of enterprise, improving the product development capability; increasing the investment on upgrade technology and equipment level, improving enterprise management; realizing the strategy of human resources; constructing an enterprise culture; centralizing marketing system and improving after-sales service network; developing a supplying system.