Study On Renault Truck Marketing Strategy In China Heavy Truck Market

As the Chinese heavy-duty truck market demands are increasing rapidly in the past few years, China has been the second largest heavy-duty truck market in the world. The large market potential attracts more and more world-known heavy-duty truck makers to enter into Chinese market. Considering the number of competitors, product price differences and the diversity of user classes, China has become the most complex heavy-duty truck market. As a world leading heavy-truck manufacturer, how does Renault truck set up the suitable market development strategy based on its own competences in Chinese market? That is the research purpose of this thesis.The thesis studied the history and characters of Chinese heavy-duty truck market, and then analyzed the market increase trend through Regression Analysis, and the market structure with Structure-Conduct-Performance (SCP) analysis method. With the thorough understanding of Chinese market, Renault truck's competences and weakness under the current development status in Chinese market are analyzed, and products positioning is made with the theory of Demand Elasticity Curve. In view of the specific competences and weakness of Renault in Chinese market, the thesis put forward Renault truck market proposals on product positioning, market segment targeting, sales & marketing strategy and strategy implementations.Correct marketing and sales strategy is the key to the success in the market competition. The analysis of Renault truck China market development strategy in Chinese market is quite instructive to the development of Renault truck and other European heavy-duty truck makers. It hopes that the thesis may also bring new ideas to the Chinese domestic heavy-duty truck manufacturers for better future developments.