Research On Marketing Strategy Of FAW Jiefang Automotive Sales Company,Ltd. In The Southwest China

With nearly 50 years of glory and success, FAW JIEFANG has lost its leading position and been lagged behind by Dongfeng increasingly in recent 10 years with the outbreak of market demands. There is also a risk of being caught up by the third and fourth market players. An important reason for market loss in the competition is its disadvantages in the southwest market, so it is essential to make scientific and proper marketing strategy for that market.Based on a large number of analysis and previous literature, the market environment in Southwest China is analyzed in the paper. The competition situation of FAW Jiefang Automobile in Southwest market is derived from AHP and CPM analysis. Finally, the marketing strategy of FAW Jiefang Automobile in the Southwest China is developed by using 4P2 S marketing analysis tools.The demand and environment of Southwest truck market went through a structural change in 2015, the structure of Southwest truck market is oligopoly type III,but the market of tractor and cargo truck has reached the oligopoly market I.The market competition is mainly among the four major competitors:Dongfeng, Jiefang, Auman and CNHTC, while Jiefang is at a disadvantage. After study the marketing strategy of Jiefang truck in Southwest market with 4P2 S analysis, the following conclusions are reached:(1) Differentiation strategy is adopted to launch Southwest truck version in each specific market based on the market characteristics, to rebuild Jiefang brand image by high quality;(2) The competition oriented pricing strategy is applied to adjust the prices of bestsellers, in line with the brand influence and competitiveness of jiefang in the Southwest market;(3)Improve the network coverage and serviceability of distributor, foster key dealers by models and enhance the profitability of distributor;(4) The priority of promotion strategy is implementing relationship marketing, to enhance promotion ability of distributor in combination with sales networks;(5) Optimizing service process and focusing on the publicity of service policy to promote sales;(6) As for spare parts, enhance the profitability of the service network and increase customer loyalty.These research results provide a reference for marketing strategy of the FAW Jiefang automobile in the Southwest market,in order to reverse the decline in competition, enhance the brand influence and market competitiveness, and cultivate capable sales and service network, finally achieve a comprehensive breakthrough in the southwest market.