Domestic Marketing Strategy Research Of Auman’s Heavy Truck

With the rapid development of Chinese economy, the demand of heavy-duty truck in the domestic market is constantly increasing,and nowadays,chinese has become the world’s second largest heavy-duty truck market.Huge market demand stimulate more and more enterprises begin to accelerate development andcompete for market position and market share.As the heavy truck industry’s rising star,Auman heavy trucks with a strong background support andadvanced technical support, the current pace of development in the heavy truck industry is rapid,through a short period of time more than a decade, it has become the fourth China’s heavy truck industry.So,in this market environment, the implementation of which kind of developments trategy and marketing strategy is the main purpose of this research.Firstly, make a description about the heavy truck industry background and its development, to analyze the development process and characteristics of China’s heavy truck industry. At the same time, study the basic marketing theory and marketing methods, including marketing theory as 4P theory,4R theory,4C theory and basic methods, SWOT analysis, PEST analysis, Porter’s five forces model,from the macroscopic, microcosmic and industry three levels to analyze the current situation of the heavy truck industry, especially the Auman’s heavy truck industry environment and industry position. On this basis,provide appropriate marketing strategies with the development of Auman heavy truck.Correct marketing strategy is essential for the development of enterprises. In this paper, on the basis of research background and theoretical analysis, it focusing on strategic choices and marketing strategy development for Auman heavy trucks. From heavy truck market segments to target market positioning, it has given Auman heavy truck marketing strategy, that are technology leadership strategy and high-quality environmental strategy. For marketing strategy, mainly according to the 4P theory, from the product life cycle, innovation, brand, etc., the price of the product, marketing and channel selection four areas, the paper gives Auman heavy truck marketing strategy. It is wished to be able provide some ideas in some certain asppects to Auman heavy truck in the domestic market.