Research On The Marketing Strategy Of JL Motorcycle In China

Chinese motorcycle industry has experienced more than 30 years of development,and it enters a period of decline from the growth and maturity.Rapid decline of market capacity,survival and development of enterprises have experienced an unprecedented bottleneck.Because of a series of favorable factors,such as to revitalize the northeast old industrial base and increase investment in the western development,to increase the non-standard motor control management,to improve the urban traffic environment,especially the arrival of the rural road conditions,and to stimulate the growth of urban and rural residents consumption ability and so on,it makes a sustainable development of domestic motorcycle market consumption.In the era of the opportunities and challenges,motorcycle industry should be improved and inverted.And the competition is becoming intensively,domestic motorcycle enterprises will face an unprecedented reshuffle.To research and analysis of Chinese motorcycle market characteristics and trends,makes suitable developing requirement and marketing strategy.In order to guarantee industry competition leading and to maintain possible advantages,It has became a urgent subject for every motorcycle enterprise to be solved.The thesis is based on the motorcycle industry transformation and upgrading.To take JL Group as an example,It systematically analyze the condition of JL products in the Chinese market,and the main existing problems in the market,using PEST analysis and five strategic management model analysis method,analysed the motorcycle industry external macro environment and industry in the current environment with a system analysis.Combined with analysis of the internal of JL group and according to the SWOT model analysis conclusion,put forward JL group motorcycle industry marketing strategy and marketing mix strategy in details,and propose the manufacturer of the product strategy in new product development mode,channel management strategy “traders” model,and the club of the strategy to promote the experience marketing model and so on,it put forward that should studied and beneficial explore,actionable strategic safeguard measures at last.Expectations the thesis of JL group motorcycle industry marketing strategy research,it will be able to provide reference and consult to JL group motorcycle industry and other motorcycle enterprise transformation and upgrading.