Research On Target Marketing Strategy Of High-end Official Vehicle In YT Company

In this paper,from the perspective of YT company,the author makes a research on the marketing strategy of domestic high-end official vehicle market.This paper first conducts the research to the field of domestic high-end official vehicle both supply and demand,and the analysis of the current situation of YT company,and then a comprehensive analysis of the political,economic,social and technical aspects.For the national bus and coach industry leader YT company,the high-end official vehicle as a strategic product of YT company,to focus on the layout is the inevitable choice.This paper gives an overview of the modern marketing concept,and focuses on the target marketing Trilogy.This paper reviews the pre marketing work of YT company,and makes a comprehensive analysis of the deficiencies.On the basis of the detailed analysis of the domestic high-end official vehicle demand characteristics,the article defines the target market segments and customer groups of YT's high-end official vehicles,and targets market positioning,and then fomulates the target marketing strategy of high-end official vehicle in YT company.First,in the product,take the combination of product strategy,and extend product line.Second,In terms of price,widen price range,because some areas to limit government procurement requirements,to meet more target customers.Third,In terms of channels,insist on direct sales,at the same time,take measures to expand the distribution channels.Fouth,In the promotion,take a wealth of promotional tools to expand the influence of the product,expand sales.After that,the paper clears the corresponding security measures in YT company,such as marketing concept promotion,marketing organization,marketing personnel training,marketing partner incentive,and marketing cost matching.First,YT company should adhere to the customer as the center,and continuously improve customer satisfaction.Second,establish a professional marketing management team to meet the needs of the market.Then,full range of high-end official car marketing personnel training to match the high-end positioning.And then,clear the overall incentives for marketing partners.The last,the marketing cost of the support and evaluation methods are clear,to ensure the enthusiasm of sales staff.Through the implementation of a series of safeguard measures to protect the YT company's high-end official vehicle target marketing strategy to achieve a smooth.The high-end vehicle segments is a niche market in the bus and coach market,so the previous research in this area less.Although this article is the research of YT company,but the research on the marketing strategy of the high-end official vehicle has certain reference significance to the research of the colleague.