Research On Marketing Strategy Of Truck&Bus Radial Tyre (TBR) For Qingdao Double Star Industrial Co., Ltd

Along with the development of the automobile industry and logistics, Roadtransportation is accepted and used more often than the railway, water and air, eitherin terms of passenger or freight. As one of the main consumable components inautomobile, Truck&Bus tire has a very broad market space with the vigorousdevelopment of the road transportation industry. Meanwhile, competition is veryfierce. In addition, domestic tire industry started relatively later compared with theforeign companies. At present, a lot of decorative patterns are imitated from the oneswhich are the best-selling products abroad, because of lack of innovation in productdevelopment and sales concept, piece price competition is what all the tire suppliersare focusing on. Although domestic tire industry market is big and tiremanufacturer’s capacity is considerable, domestic tire industry must upgrade frombig to strong. In order to break through this situation, It is imperative for Double StarTire company to create an excellent marketing strategy.Double Star Company is one of world famous, state-owned tire manufacturewith its own R&D center establishment and products which have gotten thecertification of a number of quality test. Recently Double Star Company had a newmanagement team, has built a new environment-friendly production factory.Through a series of management and technology innovation, Double Star Companytakes the slogan "World’s leading, China’s first" as its target. Because of thismanagement handover and the new management team are not experience with tiremanagement, Double Star Company does not have a clear marketing strategy now. This article mainly discusses the problem of the company’s marketingmanagement. Reference documentation provides a strong theoretical support for theargument, with investigating and analyzing the Double Star Company marketingstatus and problem, its advantages and disadvantages are figure out. Besides, thoughthe analysis of market status, external and internal conditions, customer requirements,this article suggests what should be enforced in company. Finally the market strategyof Double Star Company is designed and action plans are made, which instructs thefocus of future market activity.