Design Of The Marketing Plan For The Long-head Truck Of A Car Company

China’s heavy truck market is dominated by flat trucks,nose trucks is only a niche market.In 2016,Chinese Ministry of Industry and Information Technology revised the latest mandatory national standard GB-1589,and GB1589 added the definition of "nose tractor".The policy change created opportunities for development of nose trucks and added new market opportunities for the fiercely competitive heavy truck market in China.As one of the leading competitors in China’s heavy truck industry,Automobile Company A is planning to develop nose truck products to deal with the threat from competitors caused by the policy change.Under the guidance of marketing theory,taking full considerations of automobile company A’s actual conditions,this paper developed a practical marketing plan for nose truck products of automobile company A,which provides a reference not only for the development and marketing of nose truck products of automobile company A but also for the marketing of nose truck products of other heavy truck manufacturers in China.Firstly,this paper introduces China nose truck market and marketing pre-conditions of the nose truck of automobile company A.Secondly,this paper scanned the marco,competition and micro environgments of nose trucks marketing respectively.Through economy,nature,technology,society and policy macro elements analysis,it finds that future heavy truck technology in China will continue to follow that of E.U.and U.S.,which primarily promotes low wind resistance,low oil consumption,low emissions and high efficiency.It predicts the domestic policy is likely to further relax restrictions on the total length of truck,which is good for nose truck sales.Through the analysis of domestic nose truck market with Porter’s Five Forces model,it is found that though the current domestic nose truck market is small and the competition is weak,yet new competitors is coming one after another and flat truck can be substitutes any time.Then this paper analyzes the reation of stakeholders,mainly includes agents and the social public,it is concluded that based on the advantages of nose trucks,launch of nose truck products will not only benefits its agents,but also the public.On the basis of analysis of automobile company A and the enviroment,using SWOT method,the external opportunities and threat,internal strength and weakness are summarized.It is concluded that the changes in policy and regulation bring opportunities for the whole market,and threat from its competitors for automobile company A.It is suggested that Automobile company A adopts a growth strategy,using its advantages to launch new products,to seize theopportunity and avoid threat.According to the conclusion of environmental analysis and the actual conditions of automobile company A,this paper gives the overall marketing plan and compound marketing tactics for automobile company A ’s nose truck products.Under the general guidance of obtaining market share and realizing sales target,three major markets of daily industrial products delivery,express delivery and hazardous chemical products delivery are selected as the target markets,positioning as high-end products.And compound marketing tatics are adviced which include: 1)Product,including principals for vehicle selection and configuratioon;2)Price,including the pricing strategy based on cost and competition,pricing range;3)Place,including the selection and establishment of agents,agents incentives,agents evaluation and adjustment measures;4)Promotion,including promotion and marketing activities plan by sequence of time of product lauch.In the end,this paper proposed some measures to guarantee the implementation of marketing plan,such as optimizing the R&D and marketing management regulations,establishing customer value-oriented training system,and optimizing the after-sales service mode.