Research On Domestic Marketing Strategy Of S Company PCR Tire

Nowadays,most of the domestic passenger car tires are for exporting use.The domestic market is weak and no enough market share.So it's hard to compete with world-renowned brands.And,our public recognition rate is low,most Chinese are not trust the Chinese tire quality.From Jul.2014,USA caused Countervailing and Antidumpting Duties for all PCR tires,this way much decreased the export quantity for all Chinese tires,and thus the China tire factories are meeting big pressure.The phenomenon that the good quality and cheap price domestic tires are mainly exported abroad and domestic market is occupied by abroad famous brands caused more and more attention to some media and organizations.So how to open and occupy the domestic tire market by China tire factories is a research direction currently.By working experiences in this factory and site investigation,manufacturers' production reports and annual reports,this paper adopted PEST,Industry situation analysis,Michael Porter's Five Forces Model,SWOT analysis model etc.analyzed S Tire factory's internal and external environment,comprehensive combined S Tire factory domestic market problems.With 4P marketing model,analyzed S Tire factory's domestic market future and marketing strategy,and provided an exemplary role to all Chinese brand tire in domestic market.