| With the world tire enterprise favor the giant market of china one after another, our country is becoming the most ideal development fertile soil of global tire manufacturing industry, also is one of the most centralized and most intense local of tire manufactory. As one young member of tire industry, through two years endeavor, Shandong Wanda Tire Co. Ltd has obtained the good market result, but we also discover some problems which are disadvantageous to the corporate growth. This thesis through analyzes the environment Wanda tire Co. Ltd faces today, find questions which the company current marketing strategy exists, evaluates it and gives the adjustment suggestions. The environment includes external environment and internal environment, the external environment refers to macroscopic environment, tire industry, and market competition condition and consumer behavior characteristic and so on, and the internal environment. Through investigation and study we discovery that Wanda tire Co. Ltd appears problems which need deal with as soon as possible, this shows as follows, the brand area separates is not obvious, the products of Wanda tire Co. Ltd are short of difference, the market's segmentation is weak, brand celebrity is low, the product quality glides down, terminal control and customer relations management are insufficiency, this have descended the competitive power of products. In view of these questions, this thesis put theory into practice, from seven aspects which include product, price, place, promotion, brand, customer relations, and marketing team to carry on thorough analysis, and then put forward some feasible proposals, that is how to develop the new product, how to segment the market further, how to construct product vivid shop, how to promotion brand well-known, how to improvement customer relations management, and how to drive marketing team. This will effectively solve the marketing problems which Wanda tire Co. Ltd faces during its development. |
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