Research On Marketing Strategy Of Ankai Bus A8 Series Products

In recent years,the domestic luxury bus market has just been unfolding.In this paper,it analyzes empirically and studies Ankai Bus marketing strategy,which is a leader of this important market.Ankai bus is the leader band in China's luxury coach.In the 1990 s,the first Ankai luxury bus operated on the Chengdu-Chongqing highway,and it fill the gaps in the domestic high-grade and luxurious bus independent brand market,ushered in a new era of China road passenger transport.After the merger with Jianghuai bus in 2013,Ankai bus product line more completely increase from6 meters bus to 12 meters bus,products technology is also in the industry leading position.However,since 2014,Ankai bus sales showed more than double-digit decline in seven classification markets,year-on-year decline make Ankai bus already behind in other major competitors,Ankai new energy vehicles lost the first position of industry sales.The overall sales of Ankai bus is down from fourth to the sixth in Industry sale.Along with market changes quickly,how does Ankai products play its own advantages and characteristics,so as to break through the current product positioning fuzzy and poor communication with consumers and sales slow growth dilemma? In view of this,it is necessary to study and analyze the new Ankai series product,to study market segments and product localization in order to develop effective marketing strategies.This paper combined with bus consumer survey analysis,competing products analysis,consumer characteristics and demand analysis,using market positioning theory segments the market of Ankai bus,and puts forward the corresponding marketing strategy,trying to solve the current difficulties of the Ankai bus,providing policy reference for Ankai passenger bus growing to the industry leading brands.