Marketing Strategy Study Of Foton Tractor In Yunnan, Sichuan And Chongqing Areas

Recent years in Yunnan, Sichuan and Chongqing areas tractor has a rapid development, and has a high sales. In addition, western development projects are actively engaged, making a further increase in the demand of tractors. Many companies compete for the market of Yunnan, Sichuan and Chongqing. In the area, DONGFENG and FAW are the two brands which are occupied the largest market share. Yunnan, Sichuan and Chongqing areas have never been the main market of Foton tractor, but Foton also has many problems in this market, such as brand awareness and the product awareness are not high, sales network is imperfect, after sales service is low, abilities and Enthusiasm of dealers are not high etc. these negative factors have hindered Foton’s sales in Yunnan, Sichuan and Chongqing areas, this condition needs rectification.Foton tractor’s marketing situation in Yunnan, Sichuan and Chongqing areas is unique and has its own characteristics. So in Yunnan, Sichuan and Chongqing areas Foton tractor should have its own marketing strategy, but after the marketing strategy developed it is not unchanged, it also need to change according to the surrounding environment. Therefore, this paper will regard the development of Foton tractor marketing strategy in Yunnan, Sichuan and Chongqing areas as a project, according to its characteristics, relevant theories and some methods to make marketing strategies.Firstly, through market research to understand the Yunnan, Sichuan and Chongqing tractor market, Foton tractor Auman product’s features and its major competitive products, competitive environment; at the same time according to buying motives and preferences of consumers, finding the gap between Foton tractor Auman Brand and other major competitors, analyzing the causes, clearing Foton tractor’s competitive advantages and disadvantages, to provide support for improving Foton tractor future product competitiveness in Yunnan, Sichuan and Chongqing. Then by analyzing the product competitiveness provide a basis for marketing Foton tractor Auman GTL products in Yunnan, Sichuan and Chongqing areas. Developing marketing mix strategies through the "product, price, place and promotion", increase the Foton tractor’s market share in Yunnan, Sichuan and Chongqing areas. In addition, this article also made a series of promotional strategies to ensure the promotion program to be implemented smoothly.Yunnan, Sichuan and Chongqing area is just a microcosm of Foton tractor vulnerable marketing areas, there are many regions and districts faced the similar situation, the study of Yunnan, Sichuan and Chongqing areas can provide some reference for other regional markets.