Research On Pickup’s Marketing Strategy In Yunnan Province For FAW-Hongta Automobile Company

In China,Pickup was prohibited to go to downtown in most cities,so it was just a niche models,the size of Pickup’s market cannot expand.In February 2016,the government want to vigorously promote urbanization,but also to stimulate the auto market,release the Pickup truck prohibition into town in four provinces including Yunnan,opens the new growth channels of pickup market.As a company mainly producing light trucks before,Faw-hongtacompany will launch a new Pickup product with the aid of national policy,as to effectively broaden it’s product lines and increase it’sprofits.But Faw-hongta company lacking experience of production and sales of Pickup,need to understand the market and develop corresponding marketing strategy.Combining marketing theories and practical experience,this paper firstly analyze the present situation of China’s overall pickup truck market using sales data from the three dimentions ascompetition,regional characteristics and technical features,then the country’s economic conditions,laws,regulations and policies for the influence of the Pickup market.Indicating that in the next few years the market of high-end Pickupwill develop rapidly under the drive of national policy,with the consumer demand upgrading,product technology upgrading.For comprehensive analysis on the present situation and problems of management of Faw-Hongta company,clearfy a strategy that Faw-hongta should accurate positioning on southwestmaket,thengradually expand to the national maket.Under the guidance,focus on Pickup market of Yunnan province,analysed the market and the similarities and differences with the national market.In order to verify the relevant conclusions and get more market information,We went into the first-line maket,doing a research and customer interviews,from the perspective of customer demand.Based on the STP theory,segmentingthe pickup market in yunnan province,according to the product characteristics,developedthe market specialization strategy,with differential models meeting differential customer requirements.Based on this strategy,clear Faw-hongta pickup vehicle’s high-end market positioning.We study sales policy and sales operations of competitor through the interviews of competing dealers.Then,based on the comprehensive analysis of markets,customers,competitors,by the method of SWOT,completerational,pragmatic marketing strategic direction of the Faw-hongta company Pickup marketing strategy in Yunnan province.After the overall strategic direction is clear,based on customer requirements,regarding brand as the main line,on the basis of the theory of 4Ps,developed marketing combination strategy,set up a portfolio of products in which diesel cars is the most as it’s more sales volume,and gasoline cars is complementary with fewer volume.Through the cost-plus method integrating with the method of customer perceived value,combined with the price chain addition method conclusing in practice.Hierarchical set the basic product price,configuration price and batch price.To build sales and service network closing to the customer,to better serve the pickup customers located in the country and villages town,at the same time.According to the customer purchasing habits,using different method,to family customers,mainly using offline marketing activities to communicate;to the enterprise,using the way of door-to-door;to the goverments,customer relationship maketing is given priority to.Finally according to the requirements of the marketing strategy and planning,considering the risk from four aspects incluing people,budget,content,process and policy,carry out the plan and the required insurance is illustrated,and puts forward the preliminary plan,to ensure that the results of this study is not only a theory,but a solution can be applied.Through above research,Faw-hongta company’s pickup is to be precise in the high-end market positioning,while ensuring the quality and price competitiveness;As most of Pickup consumers are locating in the counties,sales channels and service network sinks to the county,and optimize the store requirements,reduce dealer cost,ensure the dealer profit.Need to fully adapt to the local culture at the same time,choose the appropriate time node,using Faw-hongta company’s brand and service advantages in Yunan province,conduct propaganda and promotion,enhance the opportunity to contact with customers,achieve sales target.Hope the above content provides constructive reference and operability to Faw-hongta company’s Pickup marketing work,for carrying out the marketing work effectively and contributing to it’s successful launch.