A Study On Marketing Tactics Of Foton Changsha Truck Factory

In2011, the growth of world economy is slowing down. The economic recoveryin developed countries is still weak, and the growth in emerging economies is slowingdown. Financial crisis impact on the global economy is worse than many peopleimagined. Today, though Europe and the United States have repeatedly stressed thatthe domestic economy begins to pick up, the recovery process is very slow. Undercurrent global economic situation, we can see that the truck export situation is notoptimistic due to this slow economic recovery.Changsha Foton automobile factory, an important strategic manufacturing basefor Foton automobile group in the south of China, has the independent right to export.It had been the top truck exporter in China for the past several consecutive years.However, in2011, the truck export of Changsha Futon automobile factory dropped30%in the same period, and the overseas business development is encounteringbottleneck. This article studied its overseas marketing tactics Changsha Fotonautomobile factory through the analysis of the external environment and itsopportunities、 threats、advantage and disadvantage.This thesis reviews the marketing and international marketing basic theory,introduces research status and enterprise application of international marketing inChina and the mode of entering the international market and analyses its internalability from the aspects of current overseas business situation、products、 price、channel and sales promotion. By studying some reports of the global economy andexport and making segmentation of the overseas market, Changsha Foton automobilefactory targets30important overseas markets. It develops overseas marketing tacticsbased on four elements of product, price, channel and sales promotion.Finally, the thesis proposes two points for guaranteeing the implementation ofinternational marketing tactics:1.International Human Resource Management.2. TheInternational Market Risk Control.