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Study on King-Long Bus Company’s Marketing Strategy on Partial Markets in Guangdong Province

Author: MaWenXiong
Tutor: MengLinMing
School: Xiamen University
Course: Business Administration
Keywords: Marketing Strategy Bus Guangdong market
CLC: F426.471
Type: Master's thesis
Year: 2008
Downloads: 167
Quote: 0
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Abstract


Very intense competition in the passenger car market in China , the dragon from the market leader in the transition to a market challenger , customer demand tend to diversify and variability of the market environment , the research part of the area of the Golden Dragon Bus Guangdong marketing problem has a very real sense . This article is as the research background , the use of modern marketing theory as well as a combination of qualitative and quantitative analysis method to study the marketing strategy of the Golden Dragon Bus Guangdong area . First, on the basis of conducting a lot of research on the passenger car market environment , a comprehensive SWOT analysis . That the increase in the total passenger car market of Guangzhou 2010 Asian Games held in Guangzhou Jinlong major market opportunities , and the fierce competition in the market is the biggest threat ; think dragon in brand , product technology, workmanship and dealers strength have a certain comparative advantages , and the product price , reliability, stability , and after-sales service of the vehicle there is a relative disadvantage . Second , choose the target market of the Golden Dragon Bus and market positioning . Golden Dragon Bus Guangdong region of the target market positioning market in accordance with the geographical subdivision : northwest of Guangzhou , Foshan , Zhongshan, Zhuhai and Guangdong the Three Area, the Area market segments of the industry : public transport, passenger transport , travel in the high-end passenger car market ; and groups . Take a differentiated product positioning strategy to meet the needs of customers in different markets , the dragon positioning in the market challenger . Finally , determine the marketing mix strategies, marketing concept calls for a comprehensive change to take the offensive warfare . Product strategy , product planning and design stages necessary to fully consider customer demand can be sustained profitability bus products , providing customers . Pricing strategy , it is proposed to be taken to follow the market leader in pricing , some market segments to adopt differential pricing to compete for market share . Channel strategy , still straight dealership and try and pay close attention to the construction of online sales channels , sales innovation . Was analyzed and discussed the passenger marketing strategies in the context of the current high oil prices . Promotion strategy newspaper advertising , marketing staff follow the principle of good faith , pay attention to the sales techniques focus on customer value .

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