Researeh On The Marketing Strategy And Tactics Of JieFang Tractors

With the sustainable development of Chinese economy, freight traffic of highways has been risen continuely. Under the powerful support of high-speed and networking of our country highway, market demand for tractors, serve as the best products which are suited to mid and long road logistics transportation, are increasing rapidly. Meanwhile, with the changing of some factors, such as transportation distance, cargoes, time-sensitive demand, etc, the demand characteristics of tractors are undergoing a significant change.With the heavy truck enterprises of our country putting more emphasis on the market of tractors, especially the international heavy truck giants joining, the tractors market competition is increasingly vigorous. Although FAW Jiefang is a well-positioned company in the tractor market, the adaption of marketing strategy to market environment have shortcomings. Moreover, market share is showing a tendency to decline. Therefore, it is essential to study systematically and redesign marketing strategies.In our paper, by employing an approach combining qualitative with quantitative research and applying using the theory of modern business, we study extensively inside and outside circumstance of tractors in FAW Jiefang tractor firstly. Next, the competitive environment faced by FAW, external opportunities and threats, and internal strengths and weaknesses are analysized. On the basis of these, combing with the market target of FAW Jiefang tractor, we establish marketing strategies of FAW Jiefang tractor, and redesign marketing strategies involving products, prices, channels and promotions. Finally, implementation procedures of marketing strategies are proposed.