Study On The Pricing Strategy Of FAW-Jiefang Vehicle Products

The issue of pricing management has become more and more important to the development of enterprises,and most senior managers have realized the importance of pricing management to the survival of enterprises."Set the price" for the enterprise is already not the financial department but related to the whole company's strategic management.Internationally successful car companies have upgraded price management to the company's strategic level,setting prices and costs even earlier than product development.The goal of the truck business is to develop and sustain profitability for a long time.High profits need to do is not only to improve the bicycle profits alone,but also need to follow the direction of market development,to create products to meet market demand,the establishment of the best price system,conduction for the value of the customer,thereby increasing sales,improve profitability level.2018 FAW Liberation Finance Strategic goal is the profit 4.3 billion.The strategic goal of the whole vehicle price is: to collect and analyze a large amount of information,including the company's business objectives,cost composition,customer needs and preferences,as well as competitor pricing and strategic intent,so as to achieve the best profit maximization of the price.The budget reference index for tractor sales accounted for 60 of the total vehicle sales,the bicycle marginal rate reached 20;the truck sales accounted for 30 of the total vehicle sales,the bicycle marginal rate reached 11,and the tipper sales accounted for 10 of the total vehicle sales,and the cycling marginal rate reached 16.In order to complete the company's profit target for the new year,it is very important to work out a set of scientific pricing strategy for the whole vehicle product.Firstly,this paper describes the general situation of the product pricing management of FAW-Jiefang vehicle,points out the problems existing in the pricing management of the whole vehicle products,and analyzes the causes from many angles.Then the pest analysis method is used to analyze the external macro-environment of the product pricing of the liberated vehicle,and the internal conditions are analyzed.Then the critical external factor Evaluation Matrix(EFE)is used to analyze the opportunities and threats in the external environment,and the key internal factor Evaluation matrix(IFE)is used to analyze the advantages and disadvantages of the internal conditions.Through the analysis of internal and external factors,this paper analyzes the external opportunities,threats and internal advantages and disadvantages of FAW-Jiefang vehicle pricing strategy by using SWOT model.The paper obtains the choice plan of the product pricing strategy of FAW Liberation Vehicle,then uses the QSPM matrix to carry on the quantitative analysis to the key factor and the product strategy,determines FAW Jiefang automobile Company's optimal product strategy is so grasps the superiority,seizes the opportunity the development strategy.In order to support the implementation of the optimal strategy,the paper puts forward the safeguard measures from the Division of power and responsibility in the pricing strategy,the performance appraisal and the incentive mechanism,the necessary information and tools for pricing.It is hoped that the results of this paper will play a supporting role in achieving the overall strategic objectives of FAW-Jiefang automobile Company,and through the scientific pricing strategy,the whole vehicle product can achieve the maximum profit,and help to complete the profit target of the liberation company in the new Year.