Jac Refine Commercial Vehicle Marketing Case

From reform and opening-up, especially the decade between the end of 20 century and the beginning of 21 century, China joined The WTO and its national economy developed rapidly, which changed Chinese economic developing environment fundamentally. The changes from home and abroad brought a huge challenge and opportunity to Chinese Automotive Industry and made it develop more rapidly than ever. Moreover, the customer group and structure of consumption changed much as well. Not only saloon car but business car sold well and their sales quantities blew out. Under this environment, Jianghuai Company seized the advantageous chance to have development in their product research, production and sale beyond routine, especially the sale and their Refine-colorful journey series products was regarded as a typical successful sales case by business circle. What is the specific content of sales strategy? Why Jianghuai Company can make such success? What other challenges do they still face? What is the developing foreground of Chinese business car? I make a deep analysis and research with these questions here. My work experience in Jianghuai authorized shop and association with its manufacture provides me some conditions to write this sales case. In addition, through my analysis and research about Refine business car sale case, I am trying to find its success and weakness which can be used for a reference. If it can work more or less to sales strategy of Chinese business car, I will be gratified much.The world is advancing and reforming and our thoughts are improving in practice. In the economic tide, our automotive industry and its sale work face the problem of how to catching up with the advanced international level. So a perfect automotive sale system is the key of modern automotive development and the necessary questions about how to learn the experience of international and domestic successful enterprises, especially how to combine the international advanced sale experience with domestic situation should be thought carefully by every automotive manufacturer. Refine business cars were on the market in June,2002. In four years, its sales quantity had reached to 100,000. In 2005, it became the champion of MPV and is still a leader in 2006 and 2007. Therefore, my analysis and research about Jianghuai's business car sales strategy can show some successful experience and provide some successful cases to our national industries to help them be stronger and it is what I want to write down this article.