| With the development of higher and higher requirement for capability andusage of specialty trucks of society, types of specialty trucks get more and morein China. Growing various demands make enterprises pay more attention tocharacteristics of products. Therefore it becomes one of the aims of enterprisesto be efficient, specialized and standardized. The trucks with brand "Jie Fang"of The First Automobile Manufacture Factory are the representatives ofmedium sized trucks or heavy trucks, which will play a more important role indomestic markets of specialty trucks. But there still stands several problems ofdistribution system of "Jie Fang"trucks. Thus how to solve the problemsbecomes a direction to be thought over.We should make good use of this opportunity to develop Jie Fang trucks.Therefore we had better try our best to improve ability of self-determinationexploitation, to upgrade quality of products, to further reduce cost, to reinforcecapability of management and to widen the space of distribution of specialtytrucks. This article is based on the above opinion and mainly states the method,process and measure of improvement of distribution system of "Jie Fang"trucks with the hope of giving help to perfect distribution level.I. Analysis of specialty trucks market1.Challenge of specialty trucks field(1) From of the aspect of technology and management, famous foreignenterprises and well-known companies are mostly more advanced than Chineseenterprises.(2) From the aspects of types, types of specialty trucks of developedcountries'for example, Germany ,are more than 6000,however,types of Chinesespecialty trucks are 228, kinds are 1553 though, there is still difference betweenChina and developed countries.2.Characteristics of specialty trucks market The main characteristic of specialty trucks is high degree of specialization.The characteristics of market are the following two aspects: variety of sorts andproduction of little bitch. Due to the different features of different trades,required quantity of various kinds is different. In the period of overalldevelopment of economy, many hot points will coexist in the specialty trucksmarket to provide enterprises with wide space of development. 3.Requirement of car market and forecast of product structure Forecast of total number of specialty trucks: the number will increase by10% per year during and at the end of "the tenth five-year plan". Forecast of product structure: during the period of "the tenth five-yearplan", as the rapid development of highroad construction, the tendency ofdeveloping heavy trucks gets obvious. Proportion of heavy, medium –sized andlight trucks gets close to 3:4:3, the reasonable proportion. And heavy specialtytrucks and half-gear series will develop obviously. 4.Competition pattern of specialty trucks market Customers more and more recognize the advantages of specialty trucksbecause of the more obvious advantage of special transportation and work of itskind. In the field of vehicle and highway transportation trades, it has been adirection to drive special transportation cars to take place of common load cars.Therefore common load cars market, especially medium-sized ones market willbecome worse, the output decreases per year and special transportation cars'output increases every year. II. Present situation of foreign specialty trucks distribution system 1.Operation pattern of foreign specialty trucks distribution system ⑴The main factory produces some specialty trucks with little change ofspecification and standard by batch by its own sub-company's automotivechassis. ⑵Refitting in specialty trucks factory is another type of foreign specialtytrucks factory production. ⑶Refitting of great customers and producing specialty trucks by nonautomobile production branch is also a popular form of foreign specialty trucksmanufacture. 2.Domestic development and operation of specialty trucks distributionsystem ⑴Situation of Dong Feng company specialty trucks distribution Dong Feng Company has ever put more capital into specialty trucksmarket for years. At present, specialty trucks market tactic of Dong Feng is thetypical one. Resource: conformity, optimize specialty trucks resource, newly buildbase and found Dong Feng Specialty Trucks Co., Ltd. Product:uniform standards of production exploitation and manufacture ofspecialty trucks. Strategic cooperation:sign strategic cooperation chart of specialty truckswith Zhong Ji group and put forward "series stratagem"to increase marketshare of entire cars and automotive chassis market. ⑵Situation of other specialty trucks operation Three companies of heavy trucks,Oman,Red Rock: Strengthen research of automotive chassis of specialty trucks ,analyzerequirement of market; design and develop automotive chassis of specialtytrucks with chief specialty trucks factory; cooperate with specialty trucksfactory of a long-term period, share R&D information; set up quality assurancesystem of specialty trucks, follow promises of sale service according withautomotive chassis. 3.Tendency of development of marketing way of specialty trucks From aspect of foreign specialty trucks development, there are mainlythree forms as follows: ⑴Corporate VMS: father company sets up sub-company or takes hold ofsub-company's stock and uses its own automotive chassis to produce specialtytrucks and uses its own marketing service net to sell specialty trucks to meet thedemands of customers. ⑵Administrated VMS: father company and specialty trucks companyhave their own aim of management and organization respectively, their entire orpart operation flow can be realized under a unified plan. ⑶Contractual VMS: father company, specialty trucks company, agent andservice agent combine their plans of management together by way of makingcontract in order to gain more benefits than respective management. III. Present situation of specialty trucks marketing system of Jie Fang 1.Existing problems of specialty trucks marketing system of Jie Fang At present, our company uses a kind of loose way of management but notsystemic and standardized way. Our company only keeps buy -and-sellrelationship with refitting company, which is far away strategic cooperation. ⑴marketing net system of Jie Fang is not perfect ⑵organization assurance of marketing system of Jie Fang is not perfect ⑶marketing system of Jie Fang is not wholesome. 2,Analysis of successful example of marketing system of Jie Fang There are still successful experiences of marketing system of Jie Fang,especially in work of lock distribution. Dong Ji agent and Jun Ma refittingcompany are a pair of good examples, which is not only their pattern ofcooperation but also an operation method that is worth other companieslearning and it is the typical case of MBA. IV,Plan of improvement of marketing system of Jie Fang 1.Aim and principle of improvement Aim: to realize "three improvements": use three years to improve thethree marketing ways of specialty trucks; use one year to improve the wholelayout of bulletin; use one year to improve basic information collecting andsumming up of specialty trucks and renew trust with specialty trucks company.
|
PDF Full Text Request