Research On The Development Strategy For Zhongtong Bus Overseas Marketing

Zhongtong bus holding co.,LTD.was established in 1958,and on the road of the bus and coach manufacturing in 1971,then opened the glorious trip.Zhongtong bus holding co.,LTD.listed in 2000 successfully,at the same time introduced the advanced bus technology of bova;Then Tian jiyun the vice-premier of the State Council put forward the ardent hope of “to the world”.Zhongtong bus holding co.,LTD.developed the oversea market in 2003,and the Oversea marketing company established in 2004.Zhongtong bus holding co.,LTD.is toward the international future at the amazing accelerated speed through more than ten years.With the development of internalization,Zhongtong bus formed competitive advantage through integrating the global resources and strengthening the enterprise comprehensive strength.The type of market development became from “nomadic” into “farming”,the export of “technology + capital + product” instead of the export of product,so Zhongtong bus contributed to the global transportation business.Zhongtong bus is becoming the innovation model of China's bus industry based on innovation,while let the national bus towards the world.At present,the world economy is in renovation stage and development mode conversion stage after the financial crisis.And development with the complex development environment,competition is more fierce game.The world economic recovery in a hard balance,low speed growth will become the norm in the future a period.Our country's economy into the speed of high speed,quality high-end,growth momentum in the new normal,phase shift in growth,structural adjustment policy stimulus and the throes digestion phase \ "three phase superposition\" stage,investment and consumption are in weak demand,low cost advantages gradually weakened,some industry overcapacity serious.Some major national strategy,such as "One Belt And One Road",in-depth implementation,which has a far-reaching influence on exports,international trade.Under this kind of background,carries on the research work in this paper,has the very important guiding significance to the overseas market development of Zhongtong bus.The under the guidance of the strategic management theory,combined with relevant theoretical knowledge learned in the course,we do the detailed development analysis and research of overseas marketing for Zhongtong bus.Meanwhile,doing the comprehensive analysis and discussion on the external macro environment,industry development environment,enterprise internal resources,core competence,and establishing the development strategy vision,strategic objectives,development plan of Zhongtong bus basis on the above mentioned conditions and formulate the measures for guaranteeing the implementation of the strategy,optimize the organizational structure,staffing,performance and salary management system,key business processes.Finally,the strategic control measures,in order to ensure the strategic landing.