Differentiation Research Of YTO Group Export Tractor

Under the internationalization strategy of its parent company, namely China National Machinery Industry Corporation, as well as the background of fierce competition among both domestic and foreign products, it is imperative for YTO Group to improve the sales of export tractor, and create value to make the shareholder and related parties satisfied. In order to get rid of the homogenized competition and price competition of Chinese tractor, to promote the competitiveness of the YTO Group export products and expand market share of export tractor, YTO Group must adjust the product structure actively, research the differentiation of export tractor, implement the marketing strategy of "provide the unique product, the best product, the low-cost product, the innovative product”, make the users, enterprises and related parties all profitable.Based on this background, aiming at how to get rid of tractor homogenization competition and price competition, the issue studied the differentiation method of export tractor, and closely combined product differentiation with product commercialization of international marketing. According to the Excellent Performance Guideline of Marketing System, this issue is studying market understanding, market segment, value finding, value providing and value publicizing, the differentiation method of the tractor is derived, which makes the differentiated products associated with unique marketing complemented each other.The issue explored the development and value promotion of YTO LX904 H high clearance vegetable garden tractor for Australia market, Through the statistics, contrast and scientific research and development process, to research segmentation market model, focused on expounding the key links of value finding, value providing and value publicizing in marketing system. Especially in value providing aspect, the issue researches the development process, like the planning, design, manufacture, test and improvement of the vegetable garden tractor. When the product is lunched, the service planning, price and channel strategy boosted the vegetable garden tractor commercialization. The high clearance vegetable garden tractor differentiation and entering into the market successfully, all the process proves that export tractor differential method is reasonable, and the result is effective, users, enterprises and related partners are all satisfied, realizing all-win in value chain.Through the above research, the issue indicates that product differentiation is an effective measure to get rid of the export tractor homogeneity and price competition. Product differentiation could improve the competitiveness of product in the international market. For the existing and potential product development for all the enterprises including YTO Group, the method of product differentiation research provides an important reference to enter foreign segment market actively.