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The Marketing Research Of Passenger Car And Light Truck Tire Replacement

Posted on:2005-08-29Degree:MasterType:Thesis
Country:ChinaCandidate:H N BianFull Text:PDF
GTID:2156360152956897Subject:Business Administration
Abstract/Summary:PDF Full Text Request
With the development of Auto Industry, the supportive market in China is making good progress. As a auto repair professional work, the attractive developing potential of tire replacement is drawing more and more men of insight at home and abroad to join in. In the perspective of marking, this thesis states that it is the first time to consider the replacement of tire as fast consumer goods and discusses the following contents on the marking tactics: Product and Brand Strategy,Price Strategy,Channel Forming and Developing Strategy,Product Extending Strategy. Hoping that this thesis will help myself and other people who also engage in the marketing of replacement of tire and sale in the future.This thesis consists of four parts:â… . Product and Brand Strategy: When planning the market strategy of replacement of tire, you should refer to the marketing methods of fast consumer goods and integrate the fact of tire field to formulate the corresponding strategy and tactic, instead of considering the replacement of tire as industrial products to sell. If you want to make the low and medium class tire come into the top-grade market, you can choose the method of extending the product upward, which not only let the brand of tire have their market in the top grade but also show their own brand status. Otherwise, the top-grade tire extends downward and comes into the low class market, which must be considered cautiously to avoid influencing the high status of the top grade tire in the mind of customers who are using the superior quality car. Suggesting the high-grade tire manufacturer adopting multi-brand strategy when coming into the low and medium class. In this way it not only can keep their own brand high status in the top-grade market but also help the new brand stand steadily as a leadership in the low and medium market by exploiting the relationship between the former high-grade brand and new brand. â…¡. Price Strategy: This thesis presents that the price is the factor that leads the consumer to choose the product or not, but it isn't the only factor. The key factor that attracts the customer is whether it meets the customers' demand. Those who only investigate the price competition everyday don't realize how to meet the customers' demand. Therefore, this thesis doesn't approve price competition. For the medium and low class product, distinguishing their feature and raising the brand value is a better way to solve the problem on price competition. But it needs a long time to do it. The best way to solve the problem is still to establish the brand and keep the brand leadership in its own field. As the top-grade brand, the retail price fluctuating slightly can't influence the sales volume. Moreover, with the price of the raw and processed material raising frequently, all the manufactures are faced with the pressure of high cost and low profit, so the product price fluctuates upward with the price of the raw and processed materials in the scope of trade, which is inevitability. â…¢. Channel Forming and Developing Strategy: The development of the replacement tire market is imbalance at home, so several commonly channel patterns can be found in the replacement tire market in China recently. Generally speaking, the system of general agency + regional agency is a wise choice as a brand that is unfamiliar with sales channel to come into the market in China at the begging, which is in favor of extending goods rapidly and opening the market. And the system of regional agency (joint-company) +image shop is a good choice for the brand that is familiar with sales channel and runs in the market for several years, which is in favor of shortening the channel and make the manufacturer connect with the market directly. This method can improve the effect of "service for customer" and the reputation of the brand in customers' mind. For the brand in the top-grade, the regional agency should develop the market in the town and village actively and have the corresponding sell-out rate a...
Keywords/Search Tags:Replacement
PDF Full Text Request
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