Discuss On The Marketing Strategy Of Chongqing Cummins Co. Ltd

The powerful development of Chinese economy created a large room for Diesel Industry and the irreversibility of globalization will certainly make Diesel market the significant component of International market. With the development of domestic Diesel enterprises, the competition becomes increasingly fierce in such industry. Therefore, the key is to learn how to remain competitive advantages for Chongqing Cummins and to find out the responsive marketing strategies. The thesis has significant practical implication.The thesis took marketing management as research direction and Chongqing Cummins as object, found out its products' opportunity and threat as well as its strength and weakness and analyzed the problems existing in the enterprise marketing strategies by analyzing the internal and external environment and marketing actuality with relative marketing theories, Botte Five-Forces model and SWOT. Not only did it analyze the successful marketing strategies of the enterprise, but also the unsuccessful parts, which will be helpful to make new strategies.It pointed out that Chongqing Cummins will combine the product innovation strategy and brand strategy as its product strategy, that it will combine human sale promotion and business extending strategy as its promotion strategy, that it will take short channel strategy combining immediate sales and detached sales and that the new product pricing will combine differentia and competitive pricing strategies as its product pricing strategy. And by implementing all strategies above, Chongqing Cummins will obtain further competitive advantages in the Diesel industry.