Research On Axle Products Marketing Strategy Of Jiangling Motors Chassis Co.,Ltd

When China Join in WTO,China automotive industry has developed continuously withChina's rapid economic growth meantime.Up to 2016,China has become the top 1 sales and marketing power in the world,and it ranks to the first of global production and sales around the worlds for consecutive 8 years.Based on deeply research and analysis in Jiangling Motors Chassis company with current exist issues,the article indicated the marketing strategy and implementation actions of this company in future development.Firstly,analyze on the current macro-economic environment and industry environment in China automotive industry,Thereinto for macro environment is mainly analyzed from two aspects on economy and market;industry environment is analyzed from the automobile market demand,customer demand,industry competitors and other aspects.By using the SWOT analysis method,from two aspects of internal factors and external factors on Jiangling Motors Chassis company's strengths and weaknesses,opportunities and threats analysis,and find out the direction and enhance the competitiveness of the company's opportunity to expand marketing share,which lays the foundation for further improvement on marketing strategy.Secondly,according to the company's internal environment and marketing situation,based on the phenomenon,problems and root cause analysis,find out the existing issue on brand positioning adjustment delayed,ineffective marketing promotion,customers and competitors dynamic development cannot be timely followed and well analyzed which is lead to keep up with the pace of development problems in Jiangling Motors Chassis Co.,Ltd.Product sales over reliance on the JMC group's customer needs,meanwhile,the price cannot be aligned with the marketing due to the protection of JMC group company,and lead to the product cost is higher than marketing and caused the marketing promotion difficulties,these problems all need to improve and meet the market demand by improving marketing strategy.Thirdly,by using STP analysis for Jiangling Chassis Co.,is carried out from three aspects: market segmentation,target market selection and market positioning.Through the analysis to determine the development goals of Jiangling Motors Chassis Company should be to strengthen the market leading position on front axle and rear axle in commercial vehicle,at the same time it shall actively enter into the field in passenger cars,to seek a new path of sustainable development in this company.And apply according to the above analysis,the existing marketing strategy is improved from for the marketing 4P strategy from these aspects,which are the products,price,channel,promotion so that improve the marketing strategy.Finally,implementing the guarantees of these marketing strategies actions in Jiangling Motors Chassis Co.,including adjustment of the organization of the sales department,improve customers and potential customers' information database and establish effective performance management system for marketing and sales employee.By a series of improvements on marketing strategy,can enhance the marketing competitiveness of Jiangling Motors Chassis Company,and expand more OEM Customers which is out of JMC group,including passenger vehicle OEM enterprises.Find out the further development opportunities for future.