Study On The Market Of Oil Vehicle And The Entering Strategies

With the gradual recovery of the world economy after the financial crisis, theinternational oil price on the whole has been increasing continuously although it is in frequentups and downs. And every country’s demand for oil continues to increase, followed by theurgent demand for oil drilling. However, oil drilling needs special machines and equipments,which will definitely promote the expansion of the oil vehicle industry and provide itsdevelopment with broad market space and opportunities, but also inevitably faces theincreasingly fierce competition. If other special vehicle manufacturing enterprises want toenter this huge potential market, they must make systematic investigation and analysis at firstto find the appropriate ways to develop the oil vehicle market, and implement propermarketing strategies.In this paper, the author combines practical survey with literature research to make asystematic analysis of the present developing situation of the oil vehicle industry at home andabroad as well as the developing features and driving factors of that in China. It is found thatthe oil vehicle industry in China is growing with a very broad developing space and strongdeveloping momentum although the gap concerning it between our country and foreigndeveloped countries is still big. In this paper, time series forecast method and combinationforecast model are used in forecasting the market demand for the main oil vehicle products inthe next five years. And Porter Five competition model is used in analyzing five competitiveforces’ influences on the development of this industry, including the existing enterprises,potential entrants, substitutes, suppliers and buyers in this industry. This paper focuses on thecomparative analysis of the product quality, technologies, marketing strategies in China’smajor oil vehicle manufacturing enterprises. It is concluded that China’s future oil vehiclemarket has huge capacity and broad prospects, and both the technology and innovation of theproducts have great developing space although the market competition is intense. In addition,by analyzing the purchasing decision and focus of the typical users, enterprises can accuratelygrasp the purchasing characters and requirements of the buyers and manufacture the targetedproducts while developing oil special automobile products guided by the market demand. Finally, depending on the analysis above and conclusions and taking Zhengzhou YutongHeavy Industry co., LTD as a research object, the author explores the entering strategies andmarketing strategies suitable for the oil vehicles produced in the company.