Study On Marketing Strategy For HB Motorcycle Company

In recent years, the speed of motorcycle industry growth in China becomes slowerand this trend would continue for a time. By analysis of the international motorcycleindustry, we can find that the global motorcycle industry is undergoing new changes. Forexample, consumer demand has diversified more and more, the individual consumption isbecoming prominent and the market capacity of non-developed countries still expands.For the domestic market, the motorcycle development issues begin to expose and theindustry starts to present developing predicament, For example, product homogenizationresults in market depression, the stimulation on consumer market of traditional marketingtools becomes weaker and the costs of market management and store distributionincrease. In the same time, competition turns white-hot and uncontrolled price warultimately leads to lower profit in the whole industry.This paper reviewed of relevant research on this issue and then analyzed themarketing strategy of HB motorcycle company based on the marketing theoriesframework combined with the international marketing science, other related disciplinesknowledge and my own work experience. The study researched the development status ofdomestic and foreign industry and used Porter’s five forces model, SWOT analysis, STPand other marketing analysis tools to research HB’s marketing strategy. Firstly, the paperanalyzed the market problems in HB company deeply standing in the industryenvironment angle. Secondly, the target markets of HB company obtained accuratepositioning by analysis of its market segments. lastly, it put forward suitable4Psmarketing tactics for HB. I hope this paper can be able to help HB company to find a newmarketing mode in the present market, so as to make the HB brand sustainably developingin Chinese motorcycle market in the future.