America Passenger Car Marketing Strategy Optimization

The development of the bus industry is of vital significance in aspects of industrial industry development, structure optimization, intensifying the export of bus enterprises and the participation of international competition in WTO frame. With the fast development of national economy and increasingly fine export situation, the ability of road infrastructure has enhanced obviously. Urban construction, the development of public traffic and tourist industry lead to stable growth tendency in the bus market. However, the intense energy, the increase in prices of raw materials and competition among road,railway and air transports of passenger inevitably bring about the varying influence. As the chance and crisis of the car market coexist, how to grasp the opportunity to realize quick development is an important choice every bus enterprise must face with.Through the investigation and research in the bus industry, based on a great deal of industry and market information collected, the writer has designed the marketing strategies and operation policies of Midea Bus Group. The paper firstly introduces the background and reasons of selected topic, the present situations of domestic and foreign research and approach, the content and methods. Then the paper elaborates the relative theories of marketing and analyzes the macro-environment and micro-environment that Midea Bus has confronted from the aspects of the industry policies of national buses, the demand and development of domestic and foreign bus markets, competition rivals and the present competition situation. The fourth chapter analyzes the existing problems in the respects of products, prices, channels, and promotion strategies and puts forward the choice of marketing strategies including market competition strategy, SWOT analysis and STP strategy. As a result, the strategies of difference operation and specialized development have been presented. Based on the above research results, the paper has optimized the corresponding mix strategies of marketing.