The Study Of The Marketing Strategy About D Company In Shandong Province

Entering the 21st century, China’s auto industry presents the fast growth momentum, the momentum will be with the stability of China’s political and economic situation, the steady growth of GDP, the improvement of household disposable income per capita and automobile consumption environment will continue to keep improving. In 2009, China has become the world’s largest car consumer, domestic automobile production volume of more than 23 million vehicles in 2014, global set records, the world’s first for six consecutive years. The commercial vehicle production volume of 3.8031 million and 3.7913 million. Relative to the passenger car industry, the truck category of light trucks is the independent brands with the highest concentration of industry in our country, the current annual production and sales of light trucks market scale is controlled in 1.8 million,90% of the market, the independent brand on top is one of the representative of China’s image.D company is one of the major domestic light diesel engine manufacturers, the company was founded in 1956, is the earliest development of small cylinder direct injection diesel engine technology of one of the enterprises, the company production from 0.9 to 4.0 litres of diesel engine displacement. From the early 90 years to now,30 years, the company in southwestern region has been a huge domestic market and success, however, as the domestic light diesel engine market increasingly fierce competition, on the southwest of the situation is much difficult to support the long-term development of the enterprise, combining with the domestic light commercial vehicles industry layout, the company in 2009 proposed " Hold the southwest, enter the northeast " target market strategy, today, the company under the strategic guidance of " Hold the southwest, enter the northeast", realize the strategic shift of target market, and also have achieved a certain benefits, but the white-hot competition in the industry environment, still need to constantly innovation, use advanced marketing theory and strategy for the company east north the realization of the strategic intent to do enough theory research.In this paper, through D company in the Bohai Sea economic belt to undertake point in shandong area of the marketing environment and the light commercial vehicle industry development in shandong and similar competing goods marketing strategy analysis of diesel engine, the existing resources and ability in shandong, the identification and implementation of marketing strategy in shandong, can be in power for the cloud "the east north" marketing strategy and implementation do deeper analysis and reference;At the same time, this paper also has a certain reference value to do district marketing well.