The Research On The Diversity Marketing Of The Medium And Heavy Duty Commercial Vehicle

Marketing has been going on now for hundreds years. It stemmed from the western developed countries, appeared in the U.S.A at first, and spread to Europe, Japanese and other places later. With the progress of the society, the marketing theory is enriched day by day. At information age, Chinese marketing research keeps in line with the international level basically. As far as marketing theoretical research of the middle and heavy duty commercial vehicle is concerned, western developed countries undergone the conversion that marketing mode is from brand specialization to chain supermarket, and marketing theory is from 4P theory to 4C theory that regards customer as the center. The sales representative of the brand close a bargain through visiting and the long-term follow-up service mainly. And domestic marketing stay in the elementary stage that users purchase cars in the sales or 3S shop, and the sales representative offers simple services such as prices, etc. And it is enormous disparity with the international advanced marketing mode.At present, the main manufacturing enterprises lack research and analysis of the marketing of the medium and heavy duty commercial vehicle from part and enterprises themselves in our country. Even some special research companies, such as main magazine " car and market", don't research and analyze the marketing of the medium and heavy duty commercial vehicle systemically and strategically. It is observed that there is the large developmental space in the marketing theoretical research of the medium and heavy commercial vehicle.Based on the marketing theory, by synthesizing the criterion and demonstration research, and integrating qualitative and quantitative analysis, this article analyses the present situation of the medium and heavy duty commercial vehicle in our country. It also deep analyses the main characters and existing problems of this market in aspects of market pattern, policy, technology and financing. On the basis of cooperation of the market patterns of the main relative home enterprises, it makes a particular discussion of the changing market pattern. The article emphasis the marketing strategy diversity of the medium and heavy duty commercial vehicle market by studying the competitive situation, with actual example of DONGFENG LIUZHOU MOTOR CO., LTD.