Research On Marketing Strategy Of S Import Commercial Vehicle Company In China

With the rapid development of the economy,China has been the world’s largest commercial vehicle market.In 2020,even under the huge impact of the epidemic,the sales of commercial vehicles in China increase sharply.With 5.13 million sales volume,the sales growth rate is a new record in the past ten years.However,China has vigorously promoted the localization process of the commercial vehicle market in recent years,especially in the field of heavy-duty trucks,the localization process has been accelerated.And the competition is very fierce accordingly.At the same time,with the liberalization of foreign shareholding ratios in commercial vehicle companies,top commercial vehicle companies are scrambling to establish wholly-owned or joint-venture factories in China.This makes the competition in the commercial vehicle market increasingly fierce.In the face of the current fierce competition and mature commercial vehicle market,price competition can no longer allow companies to win and in stead of that value competition is of great importance.As an imported commercial vehicle enterprise,S Company should take more consideration of the competitive advantages of Chinese domestic enterprises while facing traditional imported commercial vehicle enterprises.How to win in the competition of dual rivals is an issue that S Company needs to study in depth.This paper takes S company as the research object,adopts literature research method,case study method and other research methods.Based on the theoretical knowledge of marketing,current situation of S company marketing from the aspects of product,price,channel and promotion are analyzed.Figuring out the causes of lack of product control capabilities,weak price competitiveness,lack of systematic management of sales channels,and insufficient marketing efforts.Using the PEST analysis method to analyze the current macro environment of the enterprise from the four aspects,such as political law,macro economy,social factors and technological development.By using Porter’s five forces model to analyze micro-marketing environment like suppliers,buyers,potential competitors,substitutes.At the same time,the advantages and disadvantages of the enterprise itself and the market opportunities and challenges it faces are analyzed.Then,according to the STP theory,the market segmentation analysis is carried out on the geographical factors and consumer behavior factors that have the greatest impact on the enterprise.Base on it,the heavy-duty truck traction market and the special-purpose vehicle market are targeted.The brand is positioned in high-quality and high-priced highend trucks.At the same time,combined with the marketing 4P combination,the marketing strategy such as entering the blue Ocean application field of special vehicle is formulated in line with the future development of S Company.Finally,the guarantee measures are put forward to make the marketing strategy land.The formulation and adjustment of marketing strategy plays a crucial role for the future development of company.I believe that the writing of this paper can provide a certain reference for the development of S Company in the Chinese market,and also provide some new marketing ideas for other enterprises in the same field.