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The Research on the Diversity Marketing of the Medium and Heavy Duty Commercial Vehicle

Author: ZuoZhenJie
Tutor: KangCanHua
School: Wuhan University of Technology
Course: International Trade
Keywords: Medium and heavy Commercial Vehicle Automotive market Marketing differentiation oriented
CLC: F426.471
Type: Master's thesis
Year: 2006
Downloads: 349
Quote: 2
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Abstract

Marketing research from Western countries, which first appeared in the United States , and later spread to Europe and Japan , has been a hundred years of history. As society advances , marketing theory has become more abundant. In the information age of today , our marketing theory basically with international consistent with it. Specific regard to medium and heavy commercial vehicle marketing theory , the Western countries are experiencing the brand franchise to the supermarket chain marketing paradigm shift from 4P theory so as to customer- centric 4C theory . Brand sales representatives selling cars mainly above the door to provide operational programs, and long-term follow-up service and achieve sales . At present, the domestic marketing still remain in the user-to- car stores or 3S shop car , sales representatives provide price and other simple services, primary marketing stage , with the international advanced marketing mode gap is huge. At present, the major domestic manufacturers are also mostly from the local and enterprise itself starting on the medium and heavy commercial vehicle marketing, lack of research and analysis, even if some specialized research companies, such as major domestic magazine \study and analysis of heavy vehicle marketing . It can be said in the heavy-duty vehicle marketing theory there is a big space for development. In this paper, the marketing of the basic theory, normative research and empirical research , qualitative analysis and quantitative analysis of a combination of approaches , in-depth analysis of China's medium and heavy commercial vehicles the basic status , and from the marketing model , policy , technology, capital other aspects analyzed Chinese medium and heavy commercial vehicle sales of the main features and problems . In the comparative analysis of major domestic heavy-duty vehicle production business marketing model , based on the ongoing transformation of the marketing model for a detailed discussion, on this basis , this paper focuses from heavy commercial vehicles market competition perspectives on the medium and heavy commercial vehicle marketing differentiation strategy , and Dongfeng Liuzhou automobile Co., Ltd. as an example of the empirical analysis .

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