Suzhou East God Auto Sales & Service Co., Ltd. Lean Marketing Strategy

As a main channel for automobile sales, automobile regional agents and 4S shops play important roles in automobile sales. Under fierce competition in market, how to maintain sustainable sales becomes critical task for them.Dongsheng Automobile Sales and Service Company (Dongsheng Company) in Suzhou is the regional sales agent for Dongfeng automobile Co.,Ltd in Suzhou city. Its sales of light commercial vehicles grows very quickly accompanied by the growth of marketing and enters the mature stage of enterprise' life cycle. It becomes more and more difficult for it to keep on growing.The paper analyses Dongsheng Company's environment and characters In order to solve the problem. As to environment, the light commercial vehicles market is for from saturation and Dongfeng automobile Co.,Ltd has strong competition. According to automobile regional agent's characters, it is Dongfeng automobile Co.,Ltd rather than Dongsheng Company that can make the strategies for product innovation, brand strengthen, price adjust and channel design.Accordingly, what Dongsheng Company can do most and benefit is to strengthen salesmen promotion. Especially, it should to adoption lean idea and make salesmen promotion more effective and efficiency. Namely, it should pay attention to two aspects. One is position marketing on the base of distinguish all kinds of customers.The other is sales process management on the base of active sales.The lean marketing strategy is not only to promote sales for Dongsheng Company and the same kind of companies in practice but also to complement promotion theory in China.