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The Xinyuan companies differentiated marketing strategy

Author: LuZuo
Tutor: ZhengJiaXiang；ChaiJunWu
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: Motorcycle market Marketing management Differential marketing methods 4Ps
CLC: F426.4
Type: Master's thesis
Year: 2006
Downloads: 261
Quote: 0
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Abstract


After years of high-speed development, the motorcycle market of China is now in a period of turning into canonical market competition from nonstandard and disordered competition. The motorcycle industry was once prosperous in both supplying and selling. However, the eagerness for quick success and instant benefit brought out imitated and low-quality products. In addition, immature consumption concept of the rural consumer and their sensitivity to the price induced the leaning on price promotion of marketing methods. In recent years, the government promulgated some compelling administrative measures, which standardized the industry development and increased the cost of enterprise at the same time. What’s more, the existing motorcycle market is gradually becoming saturated, and the forbidden area for motorcycle is continually extending, so the market competition will be more intensive and the market will dominant the life and death of enterprises. Facing the policy pressure and market change, Shineray Motorcycle Manufacturing Company as a second tier motorcycle enterprise, its urgent affair is to seize the opportunity simultaneously while surviving, and to get rid of plunging into price competition while expending the market quotient.This thesis identify the advantage, disadvantage, opportunities and menaces through analyzing the industry policy, industry character, industry developing trend, industry competition situation, and interior environment of the enterprise in the marketing environment. Then, on the basis of STP marketing principle and the pursuing of costumer’s benefit, combining with the enterprise’s conditions, assort and select the motorcycle market, and finally confirm the market orientation of the enterprise. At last, under the guidance of“4Ps”theory and the thoughts of differential marketing theory, this thesis raises out differential marketing methods in the aspects of production, price, channel and sales promotion for Shineray Motorcycle Manufacturing Company. Besides, this thesis brings forward suggestions and advices aiming at the marketing team construction and management problems of the company.Through meticulously research and analyses, this thesis considers that, confronting the powerful technology strength of copartnership and the aggressive

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