Faw Jinbei Light Truck Series Marketing Strategy

With the establishment of our country's socialist market-oriented economy structure,there exist fundamental changes in enterprises' management environment. Product sales have transformed from seller's markets of the past to buyer's markets of today. Under the market-oriented economic conditions which full of rapidly development and increasingly fierce competition,how to apply modern marketing methods and tactics to enlarge products' market possess rate and improve economic befits,has become the main problem which brings to almost all entrepreneurs' attention. Therefore,in the long run,researching marketing tactics will play a more and more important ,role in enterprise management.Faw and JinBei light-duty trucks are two kinds of main products of Faw JinBei Co. Ltd.,which are also the main research objects of this article. The article sets up its research topic by "The marketing tactics research to light-duty truck series products of Faw JinBei Co. Ltd.". This work's theory meanings lies in that:nowadays there are more fierce competitions in domestic automotive industry,but modern marketing sense and awareness is not still well-developed,so,how automotive industry as one of the state's pillars goes from planned economy to market-oriented economy is worth us exploring. Meanwhile,its applying value lies in that the results can guide and give lessons to the enterprisesmarketing staff members on their thought and action.In this article,the author completely analyses the present state and forecast the development of light-duty truck product-market at home and abroad by applying the market competition theory and the method of uniting theory with practice with a great deal of marker survey and data. In addition,he still finds out the superiority and inferiority of the enterprise in competition through the analysis of domestic numerous competitors. After dissecting the business's product construction,development ability,productive capacity and marketing situation,the author sums up the present contradictions and problems,and raises the opportunities and challenges. Based on these practices above,he does complete research to the marketing tactics of the light-duty truck series products of the company by using modern marketing theories and methods. Moreover,through market's finely dividing and target market's establishing,especially applying the "4p" view,the writer puts forward various kinds of marketing tactics.