Research On Marketing Strategy Of M Company's Truck And Bus Tire Service

In recent year,with the trend of product homogeneity,many companies try to be more competitive by improving service.M company's truck and bus business reached bottle neck due to low perceived product value,poor channel service capability and severe market competition.Facing these problems,M company plans to launch tire service to the market and make it a new business growth lever.The framework of this thesis is based on theories of business model design and innovation,linked with target customer survey and interview to analyze customer's value perception as well as payment willingness toward tire service,and finally propose relevant service offer with proper price and communication strategy.The research conclusion of this thesis maps target customers' needs with actual service offer.In the meantime,various communication plans were made to ensure the awareness and trial among target customers.This thesis consists of 7 chapters: the first chapter introduces research background,purpose,as well as framework of the research.The second chapter summarizes theory and method of the research,as well as reference materials.In chapter 3 there is detail introduction of company M's business overview and its challenge and problems,which brings out the necessity of developing tire service.Chapter 4 is about value perception analysis of target customers,followed by service solution and pricing model in chapter 5.Chapter 6 is marketing and communication strategy of tire service.In chapter 7 there's a final summary of this thesis and also reviews limit of the research,which could be improved in further study.