Research On The Developement Strategy Of Our Country Motorcycle Industry

The auther chooses the differentiation strategy of domestic motorcycle as the main content, reviews and evaluates the related research and results achieved on the strategies in domestic and international theoretical fields; with his own work experience and the analysis on historical evolution and development status of domestic and abroad motorcycles, the author summarizes the direction and thingking of differentiation strategy in chinese motorcycle industryFrom enterprises, trade associations and the government's angle, the author puts forward the main points of implementing differatation strategy in China's motorcycle industry.Enterprises should increase investment,according to the customer's needs, providing the different products and services; Industry associations should play the association the function of the organization, to strengthen the propaganda and association member self-discipline instruction, at the same time to government agencies, departments to provide suggestion; The government should give motorcycle enterprise to create a fair, reasonable and competitive environment, so as to facilitate the healthy development.Firstly, the anthor analyzes domestic motorcycle development status,reviews its history and the current situation; specifies the current market structure; Then the auther analyzes respectively from the basic conditions of China's motorcycle industry , production & sales and profits, technology level and R & D investment, industry concentration and product positioning and other aspects of cultural content, finding out the existing differences between China and United States, Western Europe, and Japan; these all establish the basis of searching for the development direction of China's motorcycle industry.Secondly, the auther adopts SWOT analysis model, analyzing respectively from China's motorcycle industry internal strengths & weaknesses, external strengths & threats, summarizes the strategic choice of China's motorcycle industry- Differentiation Development Strategy.Using the Boston Matrix (BCG Matrix) analysis model, the author analyzes from market growth and relative market share, classifies the various displacements in motorcycle industry; Then"stars","cash cow"."question marks", and"dogs"four groups are produced and establishes to maintain current 110ml, 125ml and 150ml displacement motorcycles, to enlarge the economy scale and market share; and to increase investment in R & D of 250ml or more actively displacement motorcycles. The author Clarifies chinese motocycle development strategy, sets the strategic objectives, strategic thinking, the recent long-term strategies.Futhermore, from the analysis on leading products in China's motorcycle industry combined with current technology, the author establishes current goals and direction of China's motorcycle industry.Combining with the two successful cases of DACHANGJIANG industrial groups and the JIANSHE groups which both adopt differentation strategy, the author summarizes the successful experience on the development of domestic motorcycles- differentiated products and differentiated marketing strategy.Finally, by summarizing, the auther gets the point that differentiation strategy is the best strategic choice to the development of China's motorcycle industry.