| Writing purposeAfter having been developing for a century, the automobile industry has become a crucial part in mankind economic life. As a big branch of automobile family, the special vehicle has now played an important role in promoting the development of national economy. In the most developed countries, the quantity of this special vehicle was up to 50% in those of normal truck in 1970's and 1980's, and now, this ratio is 80%. Till 1990's, special vehicle had become a real industry in China, but thanks to the rapid development of Chinese economy, this industry is now experiencing fast progress. Estimates from nation authority department suggest that, the demand of special vehicle in China should be 520,000 a year in 2010, and the quantity should be 4,250,000.Sichuan Special Motor Vehicle Plant (SSMVP) is a subsidiary of China First Automobile Group (FAW). Being one of the major special vehicle manufactures in China, SSMVP had an outstanding achievement in 1980's. Unfortunately, being influenced by the long existing planned economy and the outdated operating philosophy, SSMVP is in the weak situation gradually in the new competition. The prospect of SSMVP is somewhat poor. This article will focus on how SSMVP is to cope with the challenge.Basic idea and logic structureBy discussing history of special vehicle industry development from international to domestic, using Porter Model to analyze five-competition power of special vehicle industry, it is concluded that the competitors inside the industry should be heavy concernedcurrently. By SWOT analysis, SSMVP should set up Focus Strategy and STP to take the golden chances from Western Region Development and the rapid development of Chinese economy, while improving 4P's strategy and carrying out marketing innovation.The contents and main ideasThis article is composed of four chapters. In the first chapter, there is an introduction to the development status quo of World and China special vehicle market as well as SSMVP. By analyzing the feature of special vehicle, it elicits the developing trends and the opportunities of China special vehicle market. Chapter Two studies the substantial threaten and also opportunities for SSMVP by analyzing the surrounding of China special vehicle market and the five trends of the industry competition with Porter Model. The author recommends SSMVP should carry out Focus Strategy compatible with its advantage and disadvantage.Chapter Three studies the target market strategy by segmentation of industry, geography, customers' scale and ultimate purposes of products. SSMVP should implement selective professional marketing in the market of City Sanitation Vehicle, Oil-tanker Vehicle and Army Special Vehicle, and should execute position on the value advance and quality advance in accordance with 3C Principle. In Chapter Four, the author explores the marketing strategy improvement of SSMVP. By analyzing the characteristics and level of special vehicle product, SSMVP should pay more attention to the augmented product. And then, the solution to product for different target markets is offered. The solution to place construction should combine direct distribution with indirectdistribution, Internet selling as well as FAW's distribution channels by analyzing the advantages and disadvantages of firm's current distribution channels. In light of the features of customers and rivals in different markets, the price system of SSMVP should be fairly flexible. According to the characteristics of special vehicle product and status quo of firm, the personnel promotion combining with advertisements and public relationship should be a rational promotion mix to SSMVP. Finally, the author believes that marketing innovation such as one-to-one marketing will be helpful to enhance SSMVP's market. Main contributionWith the application of related knowledge in business management and marketing, this article pays attention to how to improve SSMVP marketing strategy by combining its own condition with theory. This... |
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