Rural Marketing Strategy Of Haojue Motorcycle Co.Ltd

As motorcycles are forbidden or limited to use in main cities, more and more motorcycleenterprises start to focus on wide rural market. A population of800million in rural areasmeans large market. Also market has some advantages such as low market threshold and easyto enter, these make more enterprises believe that they can succeed in the wide rural market.In the mean while rural market has some disadvantages such as lower consumption level,wide distribution market, widely scattered and poor transport infrastructure. Also ruralconsumption awareness and habits are different with those in cities. All these factors makemany enterprises involved in rural market are in trouble.This paper takes Haojue motorcycle as research object, analyzing its internal andexternal environment along with the distinguishing features in rural market. Through theanalysis and market theories, the strategies on developing rural market are discussed, alsoto make a theoretical guidance and operable develop strategies for rural market.In this paper Haojue’s rural market strategies include: product is the foundation,channel is the key in rural market for Haojue motorcycle, and it needs relevant marketingstrategy. It’s the most effective way to enhance customer satisfaction through service.According to the product, this paper elaborate the importance for product positioning. Theissue needs to solve, for the channel level is too higher and the market management ispoor. For the service, Haojue tries to extending the content of service, and the serviceobject of haojue is not only to the rural market, but also to all of the terminal users throughhard work. In order to make the awareness to Haojue brand of the dealers and users fromsatisfaction to loyalty.The research of this paper is based on facts and adequate market research. It isdetailed and provides a reference for Haojue motorcycle and other motorcycle enterprisesdeveloping rural market.