Marketing Strategy Research On Shaanxi Heavy Duty Automobile Co., Ltd

Entering 21st century, China automobile industry, especially heavy duty automobile industry develops at rapid speed. Up to December of 2006, the number of heavy duty automobile manufacturer reach to 28 with 0.45 million units annual capacity. However, the market need every year for heavy duty automobiles is only 0.3 million. As a lot of new comers enter the field, the production capacity is obviously over demand. Heavy duty automobile market is under the condition that supply over demand and market competition is rapidly changing. The sales system and sales conception which Shaanxi Heavy Duty Automobile Co., Ltd (hereafter called SHDAC) established at the time demand over supply become not fit for the requirement of market competition. Reform and innovation of sales system and strategy has been the first matter need to be solved.On the basis of penetrating into the market for wide investigation, this thesis takes SHDAC as research subject and makes systemic analysis on China heavy duty automobile market with modern sales administration theory and methods. Through analyzing and evaluating the macro environment of SHDAC, in particular on the policy and law environment and market competition environment, and combining with micro environment and self resource condition of SHDAC, the thesis concludes and market opportunity and challenge SHDAC faces. Based on comparative analysis on the product structure, new product development capability, technical condition of key assembly components, market share etc. of SHDAC's main competitor, it comprehensively considers enterprise resources, balances market chance, focus on the target market of SHDAC, points out the shortage existing in the present sales strategy of SHDAC and systemically reorganize the sales combination strategy such as products, prices, sales channel and promotion, therefore raises the relevant marketing countermeasure, in order to provide direction for SHDAC's marketing administration practice, and also provide reference for other heavy duty automobile manufacturer.