Research On Export Marketing Strategy Of China Heavy Duty Truck Under The Belt And Road Initiative

In 2013,China proposed the “Belt and Road” initiative,which is a major measure to realize China's economic transformation and upgrading and lead the new normal of the economy.Infrastructure construction is an important part of the development of the “Belt and Road”.The number of infrastructure projects along the route has increased,which has led to an increase in the opportunities for export to local users,Chinese-funded engineering companies and participation in overseas projects.This is an opportunity for China's heavy truck companies.We should seize this opportunity to open up the export markets of countries along the route,so that China's heavy trucks have a place in the countries along the “Belt and Road”.Most of the countries along the “Belt and Road” are still in the process of development.Compared with the expensive prices of European and American countries,the characteristics of China's heavy trucks are more popular and cheaper.There are also opportunities in the process of going out.For the strong competitive environment in the international market,choosing the right export market and formulating the corresponding export marketing strategy is the premise of going out.Based on the data of “China's automobile industry production and sales news”,this paper calculates the sales volume,increment and market share of China's major heavy truck enterprises from 2000 to 2017,and understands the overall production capacity of China's heavy truck industry.On the other hand,based on the United Nations Commodity Trade Database,the sales of China's heavy trucks in the countries along the “Belt and Road” annual export statistics are used.The PEST analysis method is used for macro environmental analysis,and the “Belt and Road” market is divided into four parts: Northeast Asia,Middle East,Africa and Southeast Asia.The region summarizes the political environment,economic environment,social environment and technical environment,and then uses Porter's five-force analysis model to integrate and analyze China's heavy truck exports to the “Belt and Road” national micro-environment,to find competitors and potentials.Competitors,etc.,combined with the opportunities and challenges faced by the current “Belt and Road” countries in China's heavy truck exports.In the process of going out of heavy trucks in China,there are problems in the market of European and American second-hand heavy trucks,high demand for heavy trucks,unclear pricing standards,difficult overseas business transformation,imperfect after-sales service network and lack of national talents..In order to solve these problems better,this paper uses the marketing 4P theory,through flexible pricing,establishing overseas offices,strengthening the network after-sales platform to build and establishing an international talent training system and other strategies to improve product service quality and make China's heavy trucks the “Belt and Road” market has been further enhanced competitiveness.