Research On The Marketing Strategy Of FAW TRUCKS In Vietnam

The domestic commercial vehicle industry is going throw the transformation stage from high-speed growth to high-quality development.Accompany with the end of posture to high-speed growth and intensified international competition,the enterprise with small scale and few technological superiorities will be eliminated through selection eventually.As the geographical advantage and relatively large capacity of the market,Vietnam has become one of the most markets to FAW Jiefang on overseas strategy.Since Vietnam put forward "reform and opening up" in 1986,economic construction,transportation and infrastructure have developed in an all-round way,and the commercial vehicle market has also developed rapidly.China’s commercial vehicles have also entered the Vietnamese market with high-quality goods with high-cost performance,occupying a part of the market share.However,FAW Jiefang commercial vehicles lacked a clear and reasonable overall overseas marketing strategy in the past,the continuity of short-term marketing strategy was not strong,the policy changed quickly,there were many uncertain factors for the channel members in Vietnam,and the business confidence was insufficient.The proportion of sales volume and market share of enterprises are low,and there is a big sales gap between them and Japanese and Korean brands or domestic competitive products in China.This paper analyzes the macro environment of FAW liberation in Vietnam market with PEST analysis method,microenvironment with Porter Five Forces Model and SWOT analysis of FAW liberation,and concludes that FAW liberation should adopt so growth strategy.Through STP method,this paper subdivides the Vietnam commercial vehicle market in terms of region,population,buyer scale and behavior,selects the corporate customers of urban logistics and intercity transportation light truck in the Red River Plain and Mekong plain as the target market,and expounds the target market positioning in detail in the comparison of product quality and product price with competitive products.Finally,it is decided to adopt the strategy of concentration in the target market,focusing on the channel,and combining the product,price and promotion with the channel.Finally,from the optimization of organizational structure,improve personnel allocation and standardize the implementation of the system,put forward the marketing strategy safeguard measures.Combining the experience and lessons of China’s automobile industry export for many years,combining theory with practice,and formulating excellent marketing strategies according to the uniqueness of Vietnam market,the sales volume of FAW Jiefang in Vietnam market will surely break through,to lay a solid foundation for FAW Jiefang’s export sales volume in the global market,and even contribute to China’s commercial vehicle export development Quantity.