Research On The Marketing Strategy Of Foton Aumark Light Truck

With the rapid development of China's economy and the continuous growth of the total economy,China's commercial vehicle market,especially the light truck market is growing rapidly.However,in recent years,the adjustment of economic structure,the slowdown of GDP,the upgrading of the emission and other factors have a greater impact on the light truck market,especially since 2010,China's light truck market showed a downward trend.Therefore,China's light truck market increasingly fierce competition.In the marketing mix theory,this thesis uses literature research method,normative research method and statistical analysis and other research methods,marketing strategy of Aumark light truck.This paper analyzes the existing management status and the problems in the marketing of Aumark,analyzes the marketing environment,the market segmentation and target market selection of Aumark,the guarantee measures for implementation of Aumark marketing strategy and marketing strategy implementation.The main problems of Aumark light truck marketing is the current product portfolio and research deficiencies,price is too high and the lack of specific marketing channels open and slow promotion means relatively backward.Aumark should adopt differentiated products covering different market segments.In terms of products to actively develop new products,to create a new product portfolio,improve the existing product system,and actively layout of new energy products.In the price to implement the differential price strategy,the establishment of flexible price adjustment mechanism.Continue to develop new channels in the channel,the integration of the old channels.To promote the promotion in the form of promotion,improve the operational efficiency of new media.In order to ensure the implementation of the new marketing strategy,we need to improve the company's internal management level,the need to promote and support the company's leadership,the need to strengthen the sales team building,the need to improve the company's ability to innovate.This study not only helps to improve the management level of Foton Aumark light automobile marketing work,is conducive to better and faster to adapt to the impact of changes in the external environment,will help the company survive in the fierce market competition and development,and reference to other companies from the same industry are...