Research On Marketing Strategy Of Bus Axle For FAW Axle Filiale

In recent years,the commercial vehicle axle market competition is becoming fiercer.In order to avoid increasing the competitive advantage of competitors,FAW axle isn’t allowed to sell to other domestic truck manufacturers.With the new base was put into operation and the policy advantage of GB1589-2016 gradually disappear,the phenomenon of excess production capacity will happen in the next few years.The research on the marketing strategy of the bus axle will help FAW Axle Filiale to improve market share of bus axle which is advantageous for it to bring maximum production superiority into market competition.Firstly,this paper analyzes the macro and micro marketing environment through G-PEST,five micro environment factors and SWOT situation analysis of bus and bus axle market based on the marketing management theory.Secondly,making market segment evaluation standard according to the light,medium and large bus market share,growth trend and bus axle competitive intensity.Clearing target market of FAW Axle Filiale by comparing and ranking all the domestic bus manufacturers referenced this evaluation standard.Thirdly,making the evaluation standard of customer satisfaction of bus axle marketing focused on customer perception,and clarifying the product positioning of FAW Axle Filiale by comparing with the main competitors,DDAC and Fang Sheng referenced the evaluation standard.We can find that "high quality" is FAW bus axle superiority,and clear that its property,profit and value places are "reliable product"," creating more wealth for customers " and "improving vehicle attendance rate" through the method of diamond positioning figure.Finally,formulating the bus axle marketing strategy for FAW Axle Filiale through 4P method,and pointing out that the strategy implementation requires the guarantees of enterprise culture,human resources,financial budget and workflow.The research results show that :(1)the economy,manufacturing and bus market prospect provide a good opportunity for the marketing of FAW bus axle.(2)the seven market target consumers,such as YuTong large and medium-sized passenger bus,Chang An light,and Toyota medium-sized,can serve as the focus of the marketing work of FAW Axle Filiale.(3)FAW axle has an obvious advantages at "product dependability" in the same industry,which can be the product positioning.Additionally,FAW Axle should set up the brand image of “competitive products,reasonable price,considerate service,cooperate happily”.(4)If FAW pursue breakthrough in market bus axle and increase customer viscosity,it can perform 4P marketing strategy such as competing axles selection,adaptive design,customer differential pricing,combination of traditional and electronic channels,and multiple sales promotion methods and so on.(5)FAW Axle Filiale need to build enterprise spirit of "in time of peace prepare for war and development" and the service concept of "the customer is supreme",expand the marketing team,innovative marketing strategy,introduce marketing performance incentive mechanism,provide financial support for the implementation of the 4P strategy,and constantly improve the marketing workflow standardization for putting evasion of responsibility an end.This paper provides analysis ideas and suggestions for bus axle marketing from the perspective of analyzing bus axle market opportunities,clarifying market positioning,innovating marketing strategy and so on.What’s more,this article provides reference for B2 B marketing strategy,especially for the marketing strategy of automobile powertrain.