| Sitrak tractor is a brand-new product introduced by sinotruk group and manufactured and sold by Jinan Commercial Vehicle Co.,Ltd.with TG series of heavy truck technology of German man company.It was officially launched to the market in 2015 and has achieved good performance in the high-end tractor market in recent three years in Heilongjiang shandeka tractor market,but the overall sales volume of shandeka tractor is low,occupying the total market of tractor.The rate is low,so it is necessary to develop effective market development strategies to improve the overall sales volume and market share of Sitrak tractor.Based on the analysis of the relevant national policies and regulations,the local infrastructure and industrial demand in Heilongjiang Province,the current situation and trend of the tractor market in Heilongjiang Province,and the characteristics of SINOTRUK’s shandeka tractor,this paper finds out the problems existing in the Heilongjiang market of shandeka tr actor: low overall sales volume and market share,imperfect product configuration,and insufficient financial service support,the network layout is not reasonable,and the service system needs to be improved.Through the market segmentation,target marke t selection and product positioning of Heilongjiang market,the overall strategy is formulated.At the level of distribution network,market development strategies are formulated in terms of distribution network planning,image building support,dealer incentive policies,sales personnel training and incentives;at the level of end-user,market development and promotion activities are held,financial service support is improved,time limited promotion with precise positioning,key breakthrough of leading customers,etc At the service network level,we should optimize the layout of the service network,the assessment mechanism of the service network,and the whole life cycle service strategy.And according to the actual situation from the branch,distribution network,service network three aspects to develop security programs to ensure the implementation of market development strategy. |
