Research On The Competitiveness Evaluation And Counter-measures For The Economic Light Truck In JAC

Since the outbreak of the financial crisis, China’s light truck industry hadrecovered faster because of the policies to encourage automobile consumption.Consumer demand for light truck has decreased obviously, and the rapid growth ofthe industry has finally come to a halt. In this case, the light truck enterprises didn’tslow down the pace of production. On the one hand, traditional automobilemanufacturing companies such as Foton, Dongfeng,Yuejin expanded the productline to optimize the layout of the market; On the other hand, more and moreenterprises which manufacture the micro truck, heavy truck or agricultural vehicleoriginally began to produce the light truck. As a result, the market competition in lighttruck industry has become more intense in the case of the market capacity tend to betemporary saturation.JAC economic light truck play an important strategic role in its business as oneof the product line layout, but the development of JAC economic light truck businessis facing great challenges in the fierce market competition. Therefore, the articlecarries out a study of the competitiveness of JAC economic light truck in market,which mean to understand the competitive situation and future trends of theeconomic light truck market, and propose the suggestions to enhance thecompetitiveness of JAC economic light truck.This paper takes the JAC economic light truck as the research object. Firstly,the article introduces the basic theory of the marketing and competition. And afterthe present marketing situation and competitive situation of economic light truckwere analyzed, the author constructs the competitiveness analytic hierarchy modelbased on the AHP method. And it compares the competitiveness of JAC haoyun withcompetitors by calculating the weight of every factor in the model. Finally the textproposes the suggestions to enhance the competitiveness of JAC economic lighttruck.