Research On The Marketing Strategy Of The Cleaning Vehicle Of Shandong Special Vehicle Co.,Ltd.

Cleaning car is covered in the scope of special vehicles,is currently applied to landscaping,urban construction,municipal sanitation,highway maintenance and other areas of work in many areas by a variety of government departments and enterprises.Shandong special vehicle company which is under the Heavy Duty Truck Group is a wholly owned subsidiary.As the car market in the old brand,it currently occupy a certain market advantage.But with the increasingly fierce market competition,Shandong special vehicle company wants to maintain its position in the industry has always been the leading group,relying on strong technical background advantage is not enough.We must improve the existing problems of the marketing strategy as soon as possible,to play their own has the advantage to solve the crisis of competition.Based on the marketing theory and literature review were analyzed,and fully understand the premise of Shandong special vehicle company internal and external situation of competitors,the company currently has the advantages and disadvantages.Then according to the company under the background of macro environment,seize opportunities and can be found today must face a variety of threats,through the refinement and positioning of the company's target market and clear consumer groups,then on the basis of analysis on the combination of theory and practice strategy,follow the fundamental principle of difference,from product price channel this promotion,several aspects of marketing tactics.Finally,this paper provides the organizational giarantee,optimizing human capital,enterprise culture constructionand the establishment and perfection of some security call center corresponding measures,to provide a more solid guarantee for the smooth implementation of the marketing strategy.In summary,this thesis hope that through this study not only can effectively guide the Shandong special vehicle company cleaning car business to carry out specific marketing work,play an important practical significance,at the same time,the same type of car companies in the same industry in the formulation of marketing strategy and business practice,plays a certain reference significance and role.