FAW. Jiefang Heavy-truck Target Market Trade Strategy Research

Communications and transportations is antecedence industry, and road transit is important part of transportation business, which possess advantage indispensability of means of transportation, that is, it can carry out house to house transIn recent years, heavy duty truck increase rapidly, related to its industry ,including coal,steel,harbor,concrete,grain,oil,fixed investment, which developing situation decide directly transportation market growth and have an affect on heavy truck market development indirectly. In the meantime, macrocosm factor, including economy continuance increase quickly, making fixed investment,national debt devotion,basic facility construction, go up swiftly to impel heavy truck sales market development. In addition, enterprise enter into heavy truck competition are increasing. rivals are increasing,power are strengthening, which are occupying jiefang market shares.With international step pick up, heavy truck market in domestic have entered into scorching competition new stage,FAW Jiefang heavy truck is facing unheard of pressure and challenge. At the end of last century, heavy truck in domestic is divided into FAW,Dongfeng,Sini-truck. This kind of intersected situation is dominating heavy truck market in domestic. Only a few years, the situation has been smashed. On the one hand, Foton, in virtue of product advantage of high starting point and flexible mechanism, have show state of the surpass formers. On the other hand, magnate of MNC enter into china market through trade directly,joint venture. Today, domestic heavy truck market has started cutthroat competition.For FAW Jiefang heavy truck themselves situation, market shares in 2003 have achieved at 37.41percent. In the meantime, sales of heavy truck in Jinan have got into difficult condition. Within only less than four years, FAW market shares give rise to unexpected changes. Sales of FAW heavy truck in 2006 drop to 23.39 percent and advantage of Jiefang heavy truck have replaced by other brand, which this change exist in operated,developed stage formed by competition process. It is not appear suddenly. Then what factor makes FAW market shares drop continuously? In the meantime, what will be situation heavy truck of china on now? How about developing trend in the future? According to above question, How to adapt trade strategy for Jiefang in target market is motive needed to research and consult, which can remain invincible and durative development.This text analyses deeply about heavy truck market development and situation open out our country's truck heavy -orientation, which will be mainstream in automobile market. Speediness,long distance,heavy load will be total trend. Aowei of Jiefang heavy truck is in possession of power contended for hegemony in the world. Jiefang J6 possesses world-class level. Jiefang heavy truck whole strength have persisting motive. It's argument is true with powerful product technician specification,similar products comparison at home and abroad,market impact evaluation etc. According to above analyzed findings and our country's heavy truck market practical situation, coal and port is established as Jiefang target market. In the meanwhile, analyzing and making verdict abundantly,objectively are operated from transportation affect factor , competition situation,opportunity and risk in target market and pivot district,product positioning.Based on this, a serious of heavy truck target market, including product,price,channekpromotion-.public relationship etc., strategy are put forward. For example, suggestion will be made to expand diversity special purpose product and target market will be developed and transferred into product source. In price strategy, comparing with rival same product, special price in special period will be carried out For VIP customers. Based on special condition, special price will be adopted. In channel strategy, suggestion will be made: good net win , bad net lose" In promotion strategy, coal campaign,harbor campaign will be developed to impel target market development. In pubic relationship strategy, VIP customer management method will be put in practice.At last, from aspect of management idea promoting, trade organization improving, trade training, implement safeguard of target market trade strategy of Jiefang target market will be put forward.Above achievement of research have long term strategy instruction meaning to make out Jiefang heavy truck market development and powerful brand on our own. Which can provide to develop direction for market shares increasing and sales volume expanding and can provide value for FAW Jiefang heavy truck general strategy implement decision-making.