Research On Private Bicycle Business Marketing Strategy

The bicycle as the main means of transportation became an integral part of familylife in China. Bikes in the minds of generations of Chinese people play an importantrole in the1980of the20th century. Today, China has undoubtedly become theworld’s largest bicycle product and sales nation. China’s bicycle industry is also goingthrough the tortuous process from monopoly to open markets. On the one hand, openmarkets present opportunities for private enterprise development and vitality for thewhole bicycle industry. The private bike companies with its keen insight into themarket, high-quality products and quick-services occupied the bicycle market, andbecame a leader in an era; On the other hand, the entries of foreign brands acceleratedthe process of brand competition, and promote industrial structuring. Private bicycleenterprises have encountered severe development bottleneck.Firstly, this paper describes development trends of bicycle industry and explorescurrent problems in China’s bicycle market and private bicycle enterprise. Secondly,by summarizing the Taiwanese brand channel operations experience and the successof marketing strategies for European and American brands, the paper expects to findthe disadvantage of private brands. Thirdly, SWOT and Five Forces analysis modelare used in this paper, and make judgments on the bicycle industry trends: Bicyclemarket facing industry restructuring, rather than gradually dying out. Rise of high-endsport bike market, will provide a new opportunity for the bicycle industry.Then, by taking “Tianjin FuJi-Da Bicycle Co., Ltd " as an private bike enterprisesexample, this paper summarized private bicycle companies marketing strategy.Finally, this paper study and explore how private enterprise could acquire newprospects and future through the transformation of marketing strategy in the newopportunity.