An Innovative Marketing Study Of YUDA Bus Company Based On Surpass Customer Orientation

The formation of the buyer's market and the China's successful entry into theWTO bring Chinese enterprises many worthy rivals and more furious competitions.And only innovation and creativity can enable enterprises to compete effectively insuch an environment. In speaking innovation, there are many factors should be takeninto consideration, but marketing innovation should never be the less important one.Nevertheless, an innovation view always goes before any practice, for it is directive.Without any new idea, there are no organization innovation, product innovation,process innovation and marketing innovation in their real meanings.By analyzing the big-and-middle sized passenger car market and thecompetitions of manufactories, this thesis proves that the low cost is not the onlydecisive factor in competition, but a creative marketing concept can be very powerful,which enables the manufactory to satisfy the customers more efficiently and quicklythan its rivals. In today's global competition, the traditional marketing concepts seemout of times. Therefore, on the basis of fully explaining on "Customer Guide", thisthesis puts forward the new idea of "Surpass Customer Guide". As the renewal of theformer one, "Surpass Customer Guide" is believed to be guidance to themanufactories, which can help them out of the vicious competitions or surpass therivals.One of the contributions of the thesis is to point out the deficiency of "CustomerGuide" in its cognizance hypothesis and practice. Secondly, the thesis explains thenew idea of "Surpass Customer Guide" and further discusses the factors of its practicein the levels of organization, administration and culture. Thirdly, with the analysis thestructure of the big-and-middle sized passenger car market, and the competition of"YUDA", a car manufactory, the thesis clarifies the problems and their roots, andproves that the marketing concept is of great importance in competition and it can bethe breakthrough.In summary, innovative practice is the mirror of marketing concept that is thefruit of the comprehension of the customers. Winning the competition not onlydepends on the quality and variety of products, but the new marketing concepts.Enterprises with no new ideas can never be the leading party in any competition. In 21century, marketing innovation will be the first consideration of Chinese enterprises. Itcan be safely concluded that under the guidance of the creative marketing concept,with proper practices in marketing and brand building, enterprises can be morecompetitive. And the further studies on innovation on brand-building and marketingstrategy will also be my future interests.