Study On The Current Situation And Marketing Strategy Of Dongfeng Liuqi Commercial Vehicle Market

Auto industry has been very important in our country's GDP,is one of the important industry pull the gross domestic product(GDP).Obvious economies of scale and automobile industry,the technology intensive and capital intensive industry,has been the support of the country.Beginning in 2010,in 4 trillion,under the drive of a surge in demand for commercial vehicles.By 2014,demand of commercial vehicle in stable gradually,the market demand is becoming more and more saturated.And commercial vehicle production enterprises,as a labor-intensive enterprises,can rapidly improve the local GDP and solve the problem of employment.Local governments constantly encourage commercial vehicle enterprises in the local factory.At present,with the vehicle production qualification has been more than 20 domestic commercial vehicle brand,annual production capacity of more than 3 million units.Malignant copycat competition between enterprises,make the product homogeneity increasing,the environment is very bad.The purpose of this study is based on the research of the marketing mix theory,to explore the condition of dongfeng liu steam company marketing strategy.At the same time,through the marketing strategy,so that the dongfeng liu steam company can carry out service marketing concept in practice,improve product quality and service level in a substantial development.This article mainly adopted two kinds of research methods,one is the literature methodology,the second is the empirical investigation and analysis.This article is based on dongfeng liu steam company as a case to analyze its marketing strategy,and marketing campaigns.In this paper,the research content mainly includes several parts: the first part is the introduction of research background in this paper.The second part introduces the basic theory and literature review.The third part introduces the whole situation of the commercial industry.The fourth part is the analysis of the status quo of dongfeng liu steam co.,LTD.The fifth part is the dongfeng liu steam co.,LTD.,environmental analysis,mainly includes three parts: the first is a PEST analysis,followed by analysis of porter five,the last is the SWOT analysis of the company.The last part analyzes the marketing strategy.