Study On The Marketing Strategy Of Nanjing Jincheng Motorbike

After more than twenty years'high-speed development, Chinese motorbike industry has made a great progress, becoming an important part of national economy. But nowadays motorbike's competition is so intense. The motorbike industry is very competitive that home market is shrinking up to present, these obvious risk-factors include domestic policy controlling strengthens and brand monopolization degree rises, substitute-products are multitudinous etc. In order to maintain the superiority in the intense trade competition with the craft brother, the motorbike enterprises must clearly recognize the present competition environment, carry on the analysis of it and discern it own superiority and inferiority.On the foundation of the above environment, the author takes Nanjing JinCheng motorbike for researching object. This thesis starts from the domestic development actuality of motorbike market and synthetically utilized the academic thought of the marketing management and strategic management to analyze the outside macroscopic environment, which the Nanjing JinCheng motorbike will be confronted with in its development and the status of its development the competition. Unified the Nanjing JinCheng motorbike's development situation and nail down its superiority and the inferiority, the opportunity and the threat in the competition. Afterwards the author evaluated the internal factors and external factors by Internal Factor Evaluation Matrix (IFE) and External Factor Evaluation Matrix (EFE). Then the author made the development strategy of Nanjing JinCheng motorbike's in China by using the SWOT analytic method. Finally we draw up the marketing strategy of Nanjing JinCheng motorbike, and formulated corresponding marketing tactics to achieve the aiming.This thesis puts forward the investigation of countermeasure through the analysis of the condition of JinCheng motorbike. This thesis provided strong foundation for the strategy of Nanjing JinCheng motorbike, and also supplied reference for other enterprises of motorbike in China.