Research On Marketing Strategy Of EATON Heavy Duty Commercial Vehicle AMT

With the continuous development of the economy, infrastructure and logisticsindustries growing, as a kind of means of production, the increasing demand of heavycommercial vehicle. At the same time, as one of the core parts of the vehicletransmission are also facing new development opportunities. The technology andmanufacturing level, before the domestic commercial vehicles are basically usingmanual transmission, as well as a number of less negligible torque converter structureof automatic transmission, with the development of technology, automatic mechanicaltransmission began to enter the domestic market.Eaton Corp began the development of heavy commercial vehicle automatedmechanical transmission technology from the seventies of last century, has been morethan thirty years of production technology and experience, and the absolute marketshare in America and Australia market, but how to keep up with the rapiddevelopment of Chinese market success, the products to the enterprise has becomethe current domestic vehicle production the most important question. The domesticcommercial vehicle parts and components market competition is becomingincreasingly fierce, the various transmission production enterprises are also in thetechnology and cost to occupy a certain advantage, how will the heavy commercialvehicle automated mechanical transmission of the Eaton Corp successfully introducedinto China is this paper focused on.This paper from the Eaton Corp and the domestic automobile factorycooperation, as well as the terminal of heavy commercial vehicle market demand as the starting point, the environment of competition and the SWOT of heavy dutycommercial vehicle Eaton Corp automatic mechanical transmission analysis ofin-depth research, carries on the design to the product marketing strategy, focusing onthe influence factors of product, price, promotion and channel etc.The research shows that the Eaton Corp should adopt the following strategy ofheavy commercial vehicle automated mechanical transmission to the Chinese market:(1) analysis product portfolio, select a core competitive advantage of products, andlay a solid foundation for the overall marketing activities;(2) analysis of the customerto the product of the combination of the sensitivity of the Eaton Corp internal pricesetting process. Determine the sales price of the products;(3) on the company’s ownresources, customer resources and the end consumer resources accurate promotionalactivities;(4) the existing customer sales and service channels sharing, accurate sales,building the reasonable terminal sales and service platform. This research can providea useful reference for the Eaton Corp will be heavy commercial vehicle automatedmechanical transmission into the Chinese market, and for the future of the Eaton Corpwill provide empirical support for other types of new products into the domesticcommercial vehicle market.