Research On The Marketing Strategy And Tactics Of CNHTC Heavy Truck

With the development of the economics, the transportation industry booms and stimulates the development of the heavy truck industry; meanwhile, the positive strategy of the public increases the demand of heavy truck. For one thing, the local heavy truck companies pay more attention to capital investment and introduction of high technologies from abroad, for another, multinational heavy truck cooperation comes into this market, the competition of heavy truck industry in China is heated and brings some changes of pattern in the market. Every heavy truck company has to think about how to make best use of their sales & marketing theories to survive in the market. Recently, CHINA NATIONAL HEAVY DUTY TRUCK GROUP CO.,(CNHTC) LTD. heavy truck has a very good performance in the market; however, there are many problems still existed, which will be the obstacle to her development to some extent, especially in the face of the economic crisis, and needs to be solved as soon as possible. Thus, it is vital and meaningful to make a research on and redesign the sales & marketing system.This paper uses some research methods such as interviews, case, theory with practice, qualitative research and quantitative research. After reading a number of books and materials on Enterprise strategy and marketing strategy, on the basis of marketing theory, this paper analyzes the situation of the heavy truck industry, using the SWOT method to analyze the strength, weakness, opportunity and threat, which helps analyzing the competition environment and sets the market strategy. Meanwhile, the paper suggests the product, price, place, promotion strategy; marketing strategy of HOWO-A7 tractor, and provide the rich value application instruction for enterprise's maket maketing strategy.This paper comes from the combination of my sales experience in the last few years, union maketing work actual obtaining, I hopes provide some suggestions for her marketing and help achieve the target successfully. CNHTC can improve the domestic and international sales and market share by using the market marketing strategy of HOWO-A7 tractor. This paper can let the heavy truck enterprises understand the internal and external environment. It is important for the heavy truck factories to seize the opportunity, adjust market strategy, design scientific and rational market marketing strategy. And hopes other heavy truck enterprises could benefit from this paper.