Marketing Research Of Zhongyu Motorcycle Group

This paper offers an in-depth analysis of Zhongyu Motorcycle Group's marketing strategy in the domestic and overseas markets. Zhongyu is the second biggest motorcycle manufacturer in Jiangmen city in Guangdong province. By investigating Zhongyu's marketing strategies and activities, the author aims to identify and address problems and challenges that Zhongyu, as typical of other Chinese motorcycle manufacturers, currently face in marketing. Toward this end, the author first reviews the historical development of China's motorcycle manufacturing industry. Then Zhongyu's internal and external business environments are examined and the advantages and disadvantages of its marketing behaviors are evaluated. With an analysis of Zhongyu's marketing in place, the author projects the industry-level trend in terms of market dynamics and product development in motorcycle manufacturing. An integrated marketing communications approach is suggested to be a strategy for Zhongyu to adopt to generate growth in both domestic and international markets. Finally, the author touches upon the implications that the case of Zhongyu has for other privately owned Chinese enterprises.