Research On Marketing Strategy For FAW Jiefang Truck

In the domestic market of medium and heavy commercial vehicles,market share of FAW ranks No.2,whose total sales level is lower than Dongfeng.To reach the strategy target "rank the first in domestic market,advance in the globe",according to the comparison analysis,FAW has indicated that the demand of truck is high and market share is low so that there is a big market potential and a great space.Only promoting truck’s sales can the company ensure to achieve the total strategy target.But with intensifying marketing competition,in recent years,the competitors,one by another,strengthen the product development and spending in marketing.Therefore,FAW is facing big challenge that market shares reveal downturn trend and the risk of being surpassed.To turn this disadvantage competitive situation and reach the strategy target,it is essential to formulate the reasonable marketing strategy of truck’s sales.According to a amount of summaries and analyses of previous papers and theories,this article,based on SWOT analysis,analyses the macro-environment and micro-environment of FAW truck,and points out advantages of competition and opportunity,disadvantages and threat.Based on above,this article systematically designs the marketing strategy of truck,using STP market strategy and 4P marketing theory.Results show that the truck market segment can be divided into five categories,the green channel,daily stray,express delivery,less-than-one carload express and heavy-load transportation.FAW truck should adopt full market coverage mode and meet the different needs of the five market segments.Adopt differentiated marketing strategy and competitive positioning strategy with similar products to locate the truck series products.The company should use 4P marketing theory to design the marketing strategy of FAW truck.First,in the product strategy,the company should keep on developing strategy of new products and use technology advantages to strengthen the skill store and the advantages of new products and technology in order to maintain the technology advance.The company not only should enhance practice strength of brand strategy so as to establish the powerful brand image,but also use product mix strategy to carry out distinctive product mix for different industries,client groups and regions to keep competitive advantage.Second,in price strategy,the company should figure out the overall pricing strategy based on competition and use price discount strategy and promotion pricing strategy to improve the product competitiveness.Third,the key points of channel strategy are improving channel ability and administration of channel conflict.The key points also include improving internet ability and profit level to promote sales level.Fourth,in the promotion strategy,the company should make efforts to innovate the forms of propagandizing and popularizing as well as personal selling and use modern marketing means such as public relationship,digital and social media to enhance brand influence.This research provides reference for the marketing work of FAW Jiefang Truck,and it is beneficial to build a scientific、efficient and flexible modern marketing system.It will also enhance the brand competitiveness and market influence,promote sales and continue to improve the market share.Finally,ensure the overall strategy of FAW truck.