Research On Marketing Strategy Of Special Vehicle Of SD Bus Group

As the development of special vehicles in the current city construction has become increasingly prominent,the special vehicle types continued to expand and the market demand increased,coupled with the government policy to support the development of special vehicles,which factors greatly promoted the development of bus companies.In the macro environment,SD bus group as a large state-owned enterprise promoted the development of special vehicles,constantly enriched variety of products to better meet customer needs,improved market share,and created more economic benefits.Based on this context,the paper focused on issues related to special vehicle marketing strategy in-depth study.It analyzed the external environment and internal advantages and disadvantages and then made the feasible marketing strategies in order to improve the special vehicle market competitiveness and improve the economic efficiency of enterprises.Firstly,based on the development status of SD bus group special vehicle,it reviewed the related literature at home and abroad,combined the related marketing theory,as the theoretical basis of the thesis.Secondly,the paper focused on the problems,it concluded that the product was not rich and lacked the diversity,the product lines the length and width should be enlarged;the domestic market in key areas was not prominent,and the foreign market share was low;single channel,low proportion of sales,online sales channels to expand;lack of hardware and software investment,personnel management and spare parts management deficiencies;brand weak foundation,brand positioning and brand system was not clear,the brand did not reflect the demands of customers.Then,it analyzed the marketing environment,it concluded that the advantages included rich marketing resources,enterprise ability strong;the disadvantages included lack of spirit of marketing management,the activity of enterprise financing ability was insufficient,the customized service ability;the opportunities included the political and legal environment increasingly standardized,market potential demand for mining,government favorable policy support;the threats included Yutong,Jiangling,Dimma and other competitors.Then,it analyzed the target market,it concluded that the based on the geographic area,Shandong was the main market and determined the promotion of regional and breakthrough areas;based on the customer purchases,it divided into K,A,B,C,D for different customers to adopt different marketing strategies;based on the real estate industry,agriculture,construction and municipal construction was the main target market,and determine the “professionalization” as the market positioning and implemented the targeted marketing strategies.Finally,based on the above analysis,it put forward to the product strategy,channel strategy,promotion strategy,marketing strategy and service strategy of brand strategy based and guarantee measures.