Research On Marketing Strategies For CNG Cylinder Of DJ Group

Serving as the accumulator unit of NGV,CNG cylinders have become an essential component of NGV and shared certain synchronous development thereof;considering most NGV manufacturers in China have matured production technologies,many cities in the country are implementing "oil-gas renovation" program so as to encourage the development of NGV.In the meantime,the market demand for vehicle-mounted CNG cylinders has witnessed certain expansion as a result of the financial aids offered by the government.Therefore,the quantity demand for vehicle-mounted CNG cylinders indicates a tremendous growth.Currently,there are numerous manufacturers of vehicle-mounted CNG cylinders in the country,while among such manufacturers DJ Group has a relatively weak market position and less favorable strength due to the fact that the group's vehicle-mounted CNG cylinders can be described as a new variety originated from its previous product line of pressure vessel.This text carries out study,taking the marketing of CNG cylinder of DJ Group as study object,and mainly adopting such methods as document study and information method,method of linking theory with practice,method of combining qualitative analysis with quantitative analysis and survey research method.The main study contents include:(1)The analysis on marketing environment of CNG cylinder of DJ Group,including analysis on macro-enviroment,industrial enviroment,enterprises' internal environment and purchasers' behaviors,SWOT comprehensive analysis,and market analysis and prediction;(2)The analysis on marketing environment of CNG cylinder of DJ Group,including analysis on The selection and location of target market of CNG cylinder of DJ Group:the market of CNG cylinder is segmented using STP theory,then the market segment suitable for DJ Group is selected,and market location of CNG cylinder of DJ Group is carried out properly;(3)The analysis on marketing environment of CNG cylinder of DJ Group,including analysis on Combination policy of marketing strategies of CNG cylinder of DJ Group:on the basis of marketing enviroment analysis,analyzing and combining the external opportunities and threats,internal advantages and weaknesses,and enterprise's own operating actuality of the company,the selection of marketing strategies for this product of DJ Group is made:highlighting product image,extending product line,taking the advanced enterprise as marker post,strengthening product research and improving product quality;pursuing the highest cost performance,highlighting brand advantage and corresponding price,and forming price system of differentiation;combining direct selling and intermediate selling;participating in trade show and adopting the mode of personnel selling;meanwhile paying attention to relation marketing and service marketing strategies.This study of this text lays a solid foundation for the next rapid development of CNG cylinder of DJ Group,and is expected to play a mirroring role to the other enterprises in the same industry.