On The Marketing Strategy Of Dong Feng Commercial Vehicle Company

Strategy in narrow sense means the plan and guidance of the war; Strategy in broad sense means the overall or long term strategy and design of the war. Marketing strategy is the organic part of the company's developing strategy. It is the marketing Strategy of the company, and such Strategys are for the overall, long-term and basic issues of the company's marketing. In short, marketing strategy is to establish the direction for the company to achieve competitive advantages over others in the market competition.Based on the analysis of global and Chinese domestic commercial vehicle market, this article analyze the market competitive of Dong Feng Commercial Vehicle Company(Dong Feng CV): Dong Feng is no longer among the main manufacturer of light duty trucks, and its prospects is not clear; Dong Feng enjoys some advantages in the category of medium duty trucks, however, the prospects of medium duty truck itself is not optimistic; Dong Feng needs to consolidate its advantages in the category of the promising heavy duty truck market. In the most important area for commercial vehicle market, i.e., East China market, Dong Feng is in a inferior position. Furthermore, based on the analysis of marketing networks of Dong Feng CV, we find that improper positioning of Dong Feng's networks and comparatively weak competitive of its networks have become the bottleneck of Dong Feng's seeking for bigger and stronger company strategy.Based on the above analysis, this article gives the priorities to the matter of Dong Feng CV's marketing strategy orientation as well as to the matter of its lack of systemic consideration, and formulates the analysis methods.The establishment of marketing strategy has to analyze the effect of broad environments on the company, and has to be very accurate for the direction. Besides, the optimized tactics have also to be considered.Dong Feng Commercial Company still adopts the old marketing strategy which was established in the year 2000. That is "Consolidate three South; Reoccupy East China; Decisive battle in North China; Defend West China; Anabasis Northeast China". Such marketing strategy was the strategy of Dong Feng Truck Company (the former company of Dong Feng Commercial Company). The main purpose of such strategy was to target the broad market, traditional market as well as the weak market and blank market. Such marketing strategy had played a very active role for Dong Feng Truck Company, however, it's not so efficient with the already changed situation. Hence,while establishing the new marketing strategy, Dong Feng should consider the strategy systematically, adjust the strategic emphasis, choose the updated new competitors, and the strategic target should meet the business target. Furthermore, the following 4 factors should also be considered while establishing the marketing strategy: laws and regulations, national macro-controlling, change of zonal market, change of product requirements.Based on the trend of commercial vehicle industry and the zonal competitive characteristics, Dong Feng should consider product plan and zonal market plan simultaneously while establishing the marketing strategy, and should give priority to "Developing prime mover, expedite light duty, maintain medium duty and strengthen special purpose vehicles" while making out the product plan, and should attach the greatest importance to the idea of "tamping Central China, strengthen East China, defending West China" while formulating the zonal marketing strategy.