The Marketing Strategy Study On Beiqi Foton Pickup Business

Foton pickup business department is a wholly owned subsidiary of Foton.Since its establishment in the past 15 years,it has developed into a large scale company.However,with the change of internal and external environment,the problems such as weak product competitiveness,weak price competitiveness and poor distribution capabilities appear up in Foton pickup business.In terms of sales and profits,Foton pickup business is facing sales bottlenecks in recent two years.How to break through the existing bottlenecks and improve the current market share and profit is the key to achieving long-term stable development of Foton pickup business.In this study,the current situation and marketing status of Foton pickup business are analyzed,and then the problems of weak competitive power,weak competitive price and lack of channel capacity in the marketing status of pickup business in Foton are found out.At the same time,the macro environment and industry competition environment are analyzed.It is suggested that the WO strategy should be adopted through the SWOT strategy,which needs to strengthen the product R&D and manufacturing capacity,improve the service management system,enhance the price competitiveness,and explore a new marketing model.Then it is concluded that the Foton pickup business should be located in the middle and high end market,the management tool of the enterprise users facing the two or three level city and the engineering service vehicle through STP analysis.And then the 4P marketing mix strategies are put forward.In the product strategy,the product life cycle of the pickup business in Foton is planned.It is proposed to improve the product development,work performance and quality improvement,develop new energy and auto pickup products to improve the competitiveness of the products.In the price strategy,it is suggested to establish terminal price information system and adopt terminal price strategy combined with financial credit to enhance price competitiveness.In the place strategy,through the adjustment of the product structure,the cultivation of the disadvantaged network,the promotion of the ability of the dealer network,the sinking of the network,the establishment of the Development Department of the large customer and so on to improve the terminal network capability of the pickup business.In the promotion strategy,the promotion is carried out by culture,and all kinds of promotions are carried out at the core of the collection and sales.A new idea is put forward for Foton to get rid of the existing difficulties.Finally,from the three aspects of operation management,service parts and quality management,it puts forward the safeguard measures of marketing strategy implementation.