Research On Marketing Optimizing Strategies Of Y Y Bus

Y Y Bus Co.,Ltd.,as the largest bus company in the world,currently occupies a leading position in the large and medium size bus market and the school bus market,and has also achieved considerable results in the market for bus and special passenger cars.However,with the networking of high-speed rail,the expansion of first-tier and second-tier urban subways,and the threaten of low-cost aviation,domestic road passenger transport has shrunk obviously.Coupled with the cancellation of state subsidies for new energy passenger cars by 2020,the bus market will also shrunk when the time comes.In the face of dramatic changes in the industry,internal competition in the industry will surely be more intense.How to explore its own shortcomings,put its own advantages to use,clarify marketing strategies to face threats and challenges,and support "Consolidate the first brand of Chinese bus.Becomeing an international mainstream bus supplier." is more strategic.This paper takes Y Y Bus as the object of research? Firstly it introduces STP,4P,brand marketing and other marketing theories,because bus market is a typical industrial product market,industrial product marketing theory is introduced at the same time,and it provide the theoretical framework for the development of the paper;Secondly,it makes an in-depth analysis of products,prices,channels,promotion,services,brands marketing,and the main problems in Y Y Bus marketing;In addition,the threats and opportunities in the external environment of Y Y Bus are analyzed,and the internal resources,advantages and disadvantages are analyzed.Finally,the marketing optimizing strategies of Y Y Bus are proposed.