Study On Marketing Strategy For LYS-motorbike Company

LYS motorcycle company (hereinafter referred to as "LYS company") is the city ofLuoyang LYS local main three-wheeled motorcycle production and sales of privateenterprises; the company was founded in1995. After years of steady development, thecompany has now become LYS three-wheeled motorcycle, electric car research anddevelopment, design, manufacture, sales, service and export business for the integrationof national fixed-point three-wheeled motorcycle production and national three-wheeledmotorcycle industry well-known enterprises. However due to the recent years, domesticand international motorcycle market competition is fierce, sluggish domestic market,combined with the national regulations for industry control was strengthened, theincrease of concentration of corporate brand. Electric cars, bicycles and otheralternatives to hit serious situation increasingly apparent. Motorcycle enterprises how toglobalization, informatization under the condition of market economy and the reality ofthe relative surplus, analyzing the enterprise competition strategy for a specific marketand marketing decision, thus to keep their own advantages in the industry competitionenvironment will be a most enterprises to research topic.Based on the above background, the author with LYS company as the researchobject, USES the market marketing theory to analyze the marketing environment facedby LYS company, affecting the development of LYS company’s product structure,marketing system, talent structure, enterprise culture is evaluated; Use of key factorevaluation method for LYS company’s internal and external factors in the strategicanalysis and comprehensive evaluation; Combined with the industry situation, theindustry competition strategy model for LYS company facing the upstream anddownstream and the horizontal competitors’ basic competition is analyzed theinteractive influence; On the basis of LYS company’s own development situation,comprehensive analysis of LYS company in the competitive advantages anddisadvantages, threats and opportunities. On the basis of using the STP strategy analysis method to analyzes the marketingstrategy and choose LYS company. Under the guidance of total strategy, accord with thecondition of LYS company in the domestic market marketing strategy, from product,price, channel, promotion and service, etc, make the corresponding optimizationsolution. Based, customer demand as the guidance, strengthen the market informationfeedback, product function and quality improvement and progress, efforts to reducecosts at the same time; Adjustment is not adapt to the market demand of productstructure is given priority to, deputy marketable product supply structure; Make full useof its own brand reputation and brand resources, improve the brand concentration andloyalty; Reasonable price range, to strengthen the construction of marketing channel andstrengthen the management, use of the electronic network resources into retail terminaloperation, strengthening the main body status of enterprises and enhance market power;To strengthen the promotion, increase effective investment, set up the mechanism ofresponse to customer and two-way communication platform. Finally, from productsupply system, the construction of talent team and marketing team, further buildcorporate culture, strengthen assessment incentive, improve the internal mechanisms,etc., as to optimize the marketing strategy of the company to implement the safeguards.