Research On Marketing Strategy Of Jinbei Truck Entering Russian Market

After more than 30 year's fast development of Chinese auto industry since the reform and openness,China has become a giant in auto manufacturing and selling.It is said that by 2016 the production capacity of auto in China will be 40 million units,but the domestic market only needs 30 million units.As a result,the overcapacity will be 25%or more in total,and for some enterprises the figure might be more than 50%.The fact requires Chinese auto manufacturers to explore international market actively to soak up excess capacity and protect themselves from being eliminated in the fierce competition.Russian auto industry and market environment is relatively mature,enabling Russia to be one of the most promising auto markets in international stage.With high demand from domestic market and ability to radiate to other former CIS countries,Russia has always been a place of strategic importance where Chinese auto exporters contest fiercely.Therefore,a marketing strategy for Jinbei entering into Russian market is practically important to international business activities of the enterprise by providing reference for market-access of Jinbei products,increase sales and improve popularity of Jinbei brand.The article analyzes Russian macro environment including politics,economy,society and technology,etc.under PEST theory,analyzes Russian auto industry environment under Porter's Five Forces model theory,and presents advantages&disadvantages,opportunities and threats in business activity based on SWOT analysis of Jinbei truck during market entry combined with its inner resources and abilities in aspects of marketing,human resource,research and development,production and quality.Based on above studies and analyses,the article defines medium and short-term survival goals,long axis and short axis target markets,mid-and low-end product positioning of Jinbei under STP theory,and then establishes marketing mix strategy for market entry under 4P theory.The Mix strategy consists of four sections:product,price,channel and promotion.For product strategy,products are classified according to existing hot-selling products and future high added-value products and advices for the improvement of adaptability will be presented in this article;for price strategy,price will be determined differentially based on user segmentation,product segmentation and joint adventure with users;for marketing channel,concepts of design,development and management will be introduced;promotional strategy will be realized by media promotion,public relation activities,terminal promotion and other means of promotion.At last,the article points out that the company shall ensure the implementation of above strategies by providing support in aspects of funding,team,policy,quality and aftersales service,and prevent and control risks in national tax,cultural differences,exchange rate fluctuations,nationalism,etc.