The Marketing Strategy Sesearch Of JG Special Automobile

JG company is a subsidiary of JL Automobile Group Co.,Ltd.which founded in 1996.JG company is a light commercial refitting enterprise integrating R&D,production,sales and technical services.Since its establishment,after more than 20 years of development,it has involved 30 industries,forming more than 300 varieties of ten series,including military vehicles,medical vehicles,police vehicles,communication vehicles,and recreational vehicles.JG company has become the leader of light commercial vehicle modification industry.However,in the past three years,the state has liberalized the examination and approval of special vehicle production qualification,and a large amount of money has poured into the field of special vehicle production,resulting in intensified industry competition.Although JG’s sales volume still keeps growing,the growth rate slows down.In the current competitive environment,JG company needs to strengthen market research,improve the ability of new product development,on the other hand,it needs to actively adjust and optimize the company’s existing marketing strategy.Therefore,it is of great significance to study and discuss the marketing strategy of JG company to improve the situation of the company’s operation.In the logical framework of management and marketing theory,this paper takes JG company as the research object,using literature research,case analysis,system theory,in-depth and systematic analysis of JG company’s marketing strategy problems.Firstly,the paper analyzes the current situation,problems and reasons of JG’s marketing strategy.Secondly,the paper analyzes the macro environment of the special vehicle market,the industry trend of JG company’s core products,the status of its main competitors and customer groups,so as to provide the basis for the optimization of JG company’s marketing strategy.Finally,according to the situation of domestic marketing environment and the problems of JG company’s marketing strategy,the paper puts forward the optimization scheme,and discusses the implementation of JG company’s marketing strategy.This paper introduces some concepts and theories of marketing management,such as marketing,product life cycle theory and pest,SWOT analysis.Taking JG company’s special vehicle as the research object,this paper analyzes the product marketing strategy of the current special vehicle market in detail,and strives to put forward solutions through practical demonstration and theoretical analysis,so as to better promote the development of JG company.