Yutong Bus Marketing Strategy Research

Zhengzhou Yutong Bus Co., Ltd. is a famous company producinglarge-sized and medium-sized buses in china. At present, competition is very keenin domestic or outseas large-sized and medium-sized bus market. ZhengzhouYutong Bus Co., Ltd. , which is the largest company of Chinese bus market., is facingwith enormous competitive stress and challenge. How to confront competition,recognize the situation, develop its own advantage, clear its own problem anddeficiency in marketing, and to make marketing strategy is very important to thiscompany.The paper uses Zhengzhou Yutong Bus Co., Ltd. as the background. With anoverall analysis of the markting environment, interior and exterior resource, marketingsegmenting, marketing positioning of Zhengzhou Yutong Bus Co., Ltd. as well ascharacteristics of its products, the paper points out marketing practice of YutongBus Co., Ltd. in the domestic and outseas marketing area with the aid of the marketingtheory and gives some marketing suggestions as to marketing mix such as product, price,place, promotion, relation marketing, outseas marketing based on 4P marketingtheory and 4C marketing theory. I hope that the paper may provide some good objectiveand operational marketing tactics.