Research On Marketing Strategy Of Special School Bus Of Xiamen King Long United Automotive Industry Company

The bus industry market has come into the "red sea", and the competition is extremely fierce in all segments of the market. Since the price is falling, the profit of mainstream enterprise is extremely low, and the non-mainstream enterprise is basically in a state of loss. However, due to the close relationship of the bus and social life, the special school bus market ushered in the "spring" in2012, also with stable growth of the passenger car industry, under the high attention of the government and the whole society.All competitors in the bus industry have the opportunity to "win in the school bus market, so the world" from now on, and each bus manufacturer is ambitious. Taking Xiamen King Long company as research background, combing with the particularity of emerging market segment, using the latest marketing theory, this paper analyzed present special school bus market competition status and predict the future market of Xiamen King Long United Automotive Industry Company, by introducing the special school bus market environment, internal and external of the integration of resources, market position of King Long company; using the potter five competitive forces analysis model,4p, STP and4C marketing theory as the marketing theory guide, in view of specific situation of the Xiamen King Long special school bus market environment, put forward main targeting market and market competition strategy in the new situation, and propound practical suggestions of marketing theory about the special school bus products, channel, price, promotion of the targeting market in the present stage. Considering the actual situation that the special school bus products was in the growth stage of market life cycle, it is suggested that the King Long Company should make preparations for the coming of products mature stage, achieve harvests both of sales volume and profit. Finally, according to the particularity of special school bus market, this paper puts forward several kinds of marketing strategy which could apply in specific cases. With all of the above analysis, it was expected to provide the King Long company with more objective and available marketing strategy in the special school bus market, and help the company to realize great-leap-forward development in the special school bus market.