Study On Marketing Strategy Of MBC Commercial Vehicle On South Market

The rapid development of China’s economy,the optimization,transformation and upgrading of its economic structure have driven the rapid development and progress of various industries.Especially since the 21 st century,online shopping has improved the consumption habit of people with the popularization and wide application of internet technology,which has directly driven the massive growth of road transportation industry,therefore,heavy-duty commercial vehicle has also gained bonus as the tool of modern road transportation industry.As the world top heavy truck manufacturer,MBC Commercial Vehicle Company owns high-end products and advanced transportation solutions.Since the company engaged in road transportation industry in 2012,it has specifically introduced advanced core technology from Europe through researching the customer characteristics of regional markets in recent years and combined with advanced transportation solutions of Europe,and has realized rapid and primary development in the southern market.But in the fiercer market competition of high-end commercial vehicle,the company has failed to reach the expected marketing goal of the headquarters in recent two years,therefore,this paper aims at researching and analyzing the problems existed in the marketing strategy of the company and corresponding reasons.And how to carry out reasonable and effective marketing strategy in the huge market environment of China is the research purpose and focus.This paper takes MBC Commercial Vehicle Company as research object,and adopts the methods of information retrieval and observational research.Firstly,this paper describes the commercial vehicle marketing background of the company in the southern market and its current marketing situation,adopts PEST analysis method and Michael Porter’s Five Forces Model to analyze its market environment and judge its opportunities and threats,and secondly adopts SWOT to analyze the advantages and disadvantages,internal opportunity and threats of the company,based on this,relies on the related theory of marketing strategy to analyze the problems faced by the company in the southern market and corresponding reasons from perspectives of market segment,target market selection and market orientation strategy.Thirdly,this paper bases on the 4Ps marketing mix theory to analyze the problems existed in the company and corresponding reasons from perspectives of product,channel,price and promotion strategy.And finally,combined with the theoretical analysis result,this research provides pertinent improvement suggestions on marketing strategy in order to guarantee its implementation in the southern market.The research on the marketing strategy of the company aims at increasing the market occupancy of the company,enhance its core competitiveness and find out its core problems thus to provide theoretical basis and technology guidance.Meanwhile,this research can help overseas high-end commercial vehicle enterprises to clearly recognize the demand of domestic high-end logistics industry in the southern market and corresponding development situation,and grasp the market opportunity to formulate effective marketing strategy of commercial vehicle combined with enterprise advantages.The author hopes this paper can provide reference for domestic and overseas commercial vehicle enterprises to formulate their marketing strategy in the southern market.