A Research On International MarketingStrategy Of ZHONGTONG Bus Company

Since the new century,China’s bus industry develops rapidly.Until now,it has occupied 40%proportion of international market and its development speed surprised the world bus industry.Last decade is a decade of high speed development of China bus export.China bus export volume increased rapidly from over 1,000 units in year 2001 to 26,000 units in year 2014.According to Chinabuses.com,China export volume in year 2013 is 20,802 units.China export volume has occupied 10%proportion of the international sales.Although China bus industry increased rapidly in international market,there still some problem existing,such as weak ability of resources integration,lower-tech of bus,poor craftwork,low quality of bus,imperfection of after-sale service,constraint of financial support,low awareness of brands and so on.All these problems are main restrict of internationalization of China bus industry.Only after these problems were solved,China bus industry can enjoy long-lasting competitive ability in the global market.As to the international market development strategy,it has been researched from 19th century.But as to the international competitive ability and international marketing strategy of China enterprises,it is the new research topic.Although time is short,many research results have come out.This thesis,takes ZHONGTONG BUS as example,adopted data of typical period from year 2007 to 2014,analyzed current situation and problems of China bus industry,described the history and current situation of ZHONGTONG BUS,memorized the road of international market development and existing problems of ZHONGTONG BUS,did SWOT analysis related to macro environment and micro environment,enterprises own condition,industry development future,applied documentary methodology,investigation methodology,and case analysis,and referred to other researcher’s result,considered the specific condition of ZHONGTONG BUS.This thesis concluded marketing segment strategy,finance strategy,place strategy and after-sales service strategywhich 4 strategies are suitable for ZHONGTONG BUS international market development.Finally,this thesis clarified the implementing measures of international marketing strategy and formulated 4 measures,including innovating management model,perfecting organization,ruling the procedureand designing salary system.The author hope this research can offer some reference to international marketing of ZHONGTONG BUS and some suitable marketing strategy can be implemented by ZHONGTONG BUS to enlarge the sales and raise the reputation,which is exactly the significance of this thesis.