On Marketing Strategy Of Chinese Special Vehicle Manufacture

ABSTRACT:The purpose of this paper is to analyze marketing strategies associated market orientation with innovation on the basis of Product Life Management (PLM), and their impact on market performance and financial performance within the transitional economy of China. Market orientation related positively to market and financial performance of firms indirectly through innovation. Appropriated marketing strategy associated positively with loyalty, market share, and sales volume, innovation resources associated positively with market share, and sales volume indirectly through customer loyalty. In contrast to many extant studies, both survey and objectively measured data are combined, and because the secondary data collected contains both resource-level (input) data and financial data, a higher level of confidence may be attributable to our findings.