Research On Marketing Strategy Of FAW Jiefang Automotive Sales Company In Western China

FAW Jiefang Automotive Sales Company,as the leading enterprise in indepen dent commercial vehicles,since June 2016,returning to China first position,at a disadvantage in the west,the east and west regional market disequilibrium board has seriously restricted the further development of faw Jiefang,the western market board become Jiefang and industry competition between gap,the key to maintain absolute competitive advantage.After summarizing the practices of the predecessors,we identified that the products were not highly adaptable;Uneven sales structure;Weak service security capability;Channel layout structure is unreasonable,channel ability is insufficient;The new marketing mode is lagging behind.Lack of big data and system support six problems restrict further breakthrough in western market.The purpose of this paper is to reverse the current disadvantageous situation by defining the future marketing strategy.Western increasing market demand,market development space is huge,around the problem above,internal and external environmental changes for the future of the western market in-depth analysis,and forecasting the future possible opportunities in the market,with the development of national area along the strategy and the deepening of the western development,the commercial vehicle market demand from the east to the west gradually shift,product demand structure of the highway transportation to the project the trend of change,the west road of the construction of the logistics industry and engineering gradually prosperity will become the inevitable trend,market capacity showed a trend of escalation,in the heated competition.Current with the iteration of cargo transportation mode,the traditional truck market in accordance with four strains for market segregation,demand analysis,has as the user needs constant refinement and differentiation,can not accurately reflect the value proposition of consumers,for the faw Jiefang to dominate the competition.According to the freight industry chain classification by three-dimensional definition of vehicle cargo operation,the freight industry chain market in typical regions was selected for analysis,and the analysis mode of resource roadmap was formed to identify the core reasons for the current gap.System capability cannot support the research of whole freight industry chain;The absence of channels in key regions and products in key industry segments;The simple price competition is obvious in the comprehensive competition with the competing products.The reason why the product meets the customer communication channel development and marketing innovation needs to be solved by the integrated marketing resource strategy.Summarize a set of modes and methods to understand customers' demands,re-create value and transfer value,which can be used for reference by Western marketing team to solve the existing problems in Western China.The needs of the whole value chain of experiential marketing,targeted to develop and organize the implementation of a set of marketing strategy,and implement related to value creation high quality and precision marketing,using 3 to 5 years to make a faw Jiefang in the west of competitive advantage,accelerate the market expansion,expan d market share,from the current market share increase of 15% to more than 20% of m arket share.On the specific tactical level,through the analysis of the demand situation and competitors in the western truck market,the marketing status and next marketing target of faw Jiefang are accurately positioned,and the product demand characteristic s of the ten provinces and one city in the western region,as well as the distribution n etwork,main products,customer groups and marketing model of competitors are stud ied.To explore the market opportunities of the trend of transportation and engineeringconstruction related industries in the west within five years;Combined with the intro duction of new marketing model and the application of marketing methods,to develo p the western marketing phases focus on marketing mix strategy,and marketing prom otion project,the ground implement,to ensure the faw Jiefang industry first position a nd high rate of return,real power faw Jiefang become the first domestic,international first-class commercial vehicles "aircraft carrier".