Research On The Domestic Marketing Strategy Of CNHTC

With the rapid development of economic globalization and domestic market, China’s transportation industry has got a unprecedented prosperity, which drives the heavy truck industry to develop even more faster. During the years from2000to2010, the heavy truck industry has been soaring in high speed. The market sale rose from83,000vehicles in2000to1.02million in2010.Therefore, heavy truck becomes the highest growth line among the auto industry. On the other hand, the government releasing reams of rule and regulations to stimulate its development adds to challenges to heavy truck industry. Because of the large market space and higher profits, many heavy truck enterprises continued to increase their investment, import the advanced foreign technology, enhanced the management ability, and make full use of up-to-date marketing strategy and tactics in order to make much more progression.The Chinese National Heavy Truck Group has been keeping reformance and innovation after its restructuring. Up today, its market share and sales has been improved greatly, and now it is the top three in the domestic heavy truck industry, even the leader. However, the model of economic growth has been changed toward focuses on domestic investment, and the authentication and emission standards have been improved both at home and abroad, all of which put heavy truck market in a more fierce competition. Moreover,the heavy truck production expanded radically in domestic market, but the demand is decreasing and supply as well. This will lead to shuffling in Chinese heavy truck industry,and upgrades of the product will be unavoidable. In2011the sales of CNHTC decreased to143000, which is28.6%lower than the previous year. And the market share decreased from19.62%to16.19%.Therefore, CNHTC has to analysis its enterprise characteristics, make marketing strategy and t tactics, if it wants to consolidate its existing market position and gain a bigger market share.This paper’s research methods are mainly literature and case analysis. Through the analysis of the present development situation of the heavy truck industry and the internal and external environment of CNHTC, the CNHTC’s target market and market positioning can be decided, and the feasible practicial guidance for CNHTC’s marketing management are offered. the research shows that CNHTC is one of the leaders in the heavy truck industry. It has a strong potential competition in the market. But in2011 CNHTC’s sales volume turned up a negative growth rate and the market share were falling, Therefore, CNHTC is facing a more and more severe competition environment. CNHTC’s should seize the opportunity, make full use of their own advantages resources, and foster strengths and circumvent weaknesses. It should make appropriate marketing strategies and create opportunities for further development. With the strategic target, CNHTC should carry out marketing strategies to improve level of the marketing management. The results of this paper has certain practical significance, It is useful for improving the market competitiveness of CNHTC and improving its sales to maintain and expand the market share. It also has a reference significance for other domestic heavy truck enterprises in the same competitive environment.