A Research Into Domestic Marketing Strategies And Tactics Of JIALING Group

With 20 years' development, China's motorcycle industry has experienced the periods of foundation, development and all-round growth, and is marching into the turning period. Since 1993, a time when China became the largest motorcycle manufacturing country in the world, our country's motorcycle production and marketing have been steadily increasing at a rate of 10% per year, topping 17,000,000 in manufacturing in 2004, making up more than half of the world total output and about 1 % of China's GDP in the value of output. China's motorcycle industry is experiencing a profound change from a large motorcycle manufacturing country into a large motorcycle technology country.Behind the constant growth of motorcycle industry, a fact can never be neglected that the domestic motorcycle market has an obvious signal of regulation since it peaked in 2004. The industry's current increase lies in export market and the domestic market is in the critical turning period. Some new features are emerging: a withered market, enforced laws and regulations, centralized brands, competitive products, and destructive substitutes.As a representative enterprise shifting from military to civil use, JIAING has served as a banner in the motorcycle industry of China. However, challenged by both joint-ventures and civil enterprises, JIALING's comparative market share is on decrease in spite of its largest possessive quantity. Many factors contribute to its straits, of which marketing is a critical element.Working in JIALING's marketing system for about ten years, the author of the thesis has witnessed the development of motorcycle industry as well as that of JIALING and is rich in experience. In the thesis, the author puts foreword some new ideas on JIALING's marketing strategy and its solutions with such theories as 4P Marketing mix, Proyer's Five-forces Model and SWOT on the basis of a careful analysis of the circumstances and (?)etitive situation of motorcycle industry and JIALING's marketing.The thesis falls into four parts: part one is a brief introduction of the background,esearch train of thoughts and aim of the thesis; part two is about the history, currentsituation and tendency of the development of China's motorcycle industry; part threeanalyzes the current situation and problems of JIALING's marketing, and is clear aboutJIALING's basic situation in the competitive circumstances of motorcycle market; in part...