The Study Of Marketing Strategy Of WeiRan Brand E-bick In Zhejiang Province

This is an article which is about the new brand e-bike---WEIRAN brande-bike coming into Zhejiang market. In this article the author introduce e-bikeindustry of our country and the status of Zhejiang market, and then make aproper marketing strategy for WEIRAN brand e-bike. This is the first time thatthe marketing management is used in e-bike industry, and it is a nice attemptnot only for author, but for the whole industry. At the same time, It is veryimportant to improve the marketing level of e-bike and to establish a normalorder in the e-bike market.E-bike is having been developed in our country, it will have a largemarket space and have to meet most of the challenges. E-bike has developedfor about 10 years in China, since 1998,its saleroom rose as twice or threetimes as last year, and its saleroom arrived 4,700,000 e-bikes in 2004.and thenumber of the manufacturer increased quickly, there are about more than 600companies and lots of factories in this industry, all together, there are about1000 manufacturers in China. Meanwhile, as the development of the standardof living of people and the increasing of petroleum price and the confinementof autocycle in some cities, the needs of the e-bike will grow up quickly. All ofthese will give a new opportunity to e-bike of China. Whereas, there are stillmore problems in our e-bike industry, that is:(â…°)Disorder competition of the e-bike market.(â…±)The lag of the marketing strategy.(â…²) Lack of the consciousness of brand.(â…³) After-service is not perfect.All of these will affect the development of the e-bike of our country.Nevertheless, WEIRAN brand e-bike will have a large market in ourcountry. the nice political and economic environment will offer a chance forDongsheng limited Company. In recent years , Chinese economy increasedsteadily ,the income of people rose each year, all of these are necessary fore-bike industry to develop quickly. Meanwhile, Dongsheng Limited Companyhas lots of advances in e-bike industry such as: technology, management , costand so on. We researched the environment of the company with SWOT theory,and analyzed competitors , providers and substitutes with Potter Five StrengthModel. and then, we got a series competitive advances , weakness, opportunityand threaten of Dongsheng Limited Company.In order to make the advances of the WEIRAN brand e-bike in Zhejiangmarket, we made a market research in Zhejiang Province and studied theconsumer demand carefully, including :(â…°) the study of consumer demand.(â…±) the study of consumer purchasing behavior .(â…²) the study of consumer purchasing decision.According to the above analysis, we made the marketing strategy ofWEIRAN brand e-bike in Zhejiang Province.(â…°)Product strategyWe carved up the product periods of WEIRAN brand e-bike into differentparts with the Product-period theory, and at the same time, we studied thecharacteristic , marketing goal and marketing strategy of the WEIRAN brande-bike in different periods. And then , we chose the reasonable productcombination .(â…±) Price strategyIn order to make a proper price strategy , we analyzed the main factorswhich affected the price of WEIRAN brand e-bike. The company strategy andcost is the main affecting factors in inner factors of the company; and that, theconsumer demand, the price of the competitive product is the main factorswhich affect the pricing in external factors. According to the above analysis ,we thought the price of WEIRAN e-bike should be 100-1500 yuan pervehicle .(â…²) Channel strategyFirst of all, we studied the status of the marketing channel, andenumerated the familiar channel mode, discussed restricting factors of thechannel design. What's more, through the discussing of the Four Level ofMarket Channel theory ,we designed the marketing channel mode ofWEIRAN e-bike , that is , Dongsheng Company decided to establish a FourLevel of Market Channel Mode, so that we could communicate freely withdealers and consumers, and improve the quality and efficiency of themarketing channel. Dongsheng Company sent his salesman to the differentareas of Zhejiang Province, They managed the market and helped the dealersto enlarge their market share, reinforced the market plan and promotion,ensured the currency of the commodities,information and bankroll quicklyand timely in the channel; enhanced the after-service management andcollecting the consumer information. Dongsheng Company provided moretraining and service for dealers, improved the channel efficiency and reducecost of their product.(â…³) Promotion and advertisement strategyAccording to the market research and product periods theory, wedesigned the promotion strategy and advertisement strategy.Dongsheng Company lay out a scheme , so that we could ensure theWEIRAN e-bike to come into the Zhejiang market. In this scheme, we thoughtover the frame of the marketing center of Dongsheng Company , and...