A Marketing Strategy Study On The Van Product Of Jiangling Motors Co., Ltd.

This dissertation focuses on the specific China van market. Through the study on Jiangling Motors Co., Ltd. (JMC), this dissertation will raise proposals for JMC van marketing business and raise marketing strategy for the soon-coming introduction of Transit V348. Firstly, this dissertation will make an environmental scan and get the perspective of China van industry and its future. After internal and external environment analysis, SWOT analysis, STP and 4Ps analysis, this dissertation will raise some reasonable proposals for JMC. Besides, this dissertation will introduce JMC sales system reform, JMC CRM and then point out the whole industry future development direction. After the specific study, this dissertation makes conclusion that JMC has relevant high marketing ability especially in Product, Placing and service aspects. What's more, the company has good profitability. However, JMC is now facing the changing market and more and more fierce competition. In order to realize the mid-long run developing plan, JMC has to make improvement in aspects such as product positioning and placing channel reforming.