Study On Marketing Strategy Of Changli Motor

As the motor market has already begun to transform from seller’s market tobuyer’s market, the market competition increasingly intense. However, large marketdevelopment potential bring hard-won development opportunities to the motorindustry. In this condition, the Changli Motor should design scientific andmarket-centric marketing strategies and intensify its market competitiveness, with aview to serving the company’s overall strategy.In this paper, we give an account of Changli Motor’s marketing environmentfrom micro and macro aspects and analysis the market demand characteristics, basedon which, we sum up the company’s external environment (opportunities and threats)and internal environment (strong points and weaknesses) through SWOT analysis.After that, according to the analysis of the market enviroment, adopt STP strategy ontarget market’s segmentation, selection and positioning, building a Changli salesmarket. Through the4P strategies which contained4aspect of the product, price,channel and promotion, designing the integrated marketing strategy. The strategyincludes the inplementation of cost-effective product concept, development of newproducts, Optimization of product mix to increase the core competition of the product,Differential pricing, conventional products adopt moderate price, combination of thedirect marketing and sales agent, development of the relationship marketing toenhance customer satisfaction and adjusting the after-sales service to optimize themarket strategy.The efficient implementation of marketing strategy is contribute to ChangliMotor’s overall development strategies. To efficiently fulfill the marketing strategy,Changli Motor should adopt new product innovation mode, intensify the marketinformation management, expedite the IT construction, strengthen the construction ofhigh-quality marketing team, foster business brand, and establish marketing riskprevention mechanism.