Research On Marketing Strategy For Bei Ben Heavy Truck In Hu Bei Province

With the development of the national economy,the country has increased investment in infrastructure and promulgated and implemented some policies and regulations related to the heavy truck industry in recent years.The whole heavy truck industry has experienced explosive growth.In order to expand the market share and adapt to the national policies and regulations,all the main engine factories have increased their product research and development and market promotion,and the competition in the whole market is quite fierce.At present,the whole market competition situation has obvious Matthew effect,with 95% of the market share concentrated in the top ten heavy truck enterprises in the industry.Hubei market is a well-known refitting capital of the whole country and a major province of transportation and logistics.It is a big market for various heavy truck enterprises.The competition is very fierce.As a small and medium-sized enterprise in the heavy truck industry,beiben heavy truck group co.,Ltd.must have scientific marketing strategy to have a foothold in such a market environment.In this thesis,PEST,Porter’s 5-Force Model and SWOT analysis methods are used to comprehensively analyze the internal and external market environment of Hubei market,as well as the opportunities,advantages,threats and disadvantages faced by enterprises in Hubei market.Through combing the existing marketing strategy of Beiben Heavy Duty Truck in Hubei,many deficiencies were found.Under the guidance of STP theory and marketing mix theory,Beiben Heavy Truck has formulated a strategy of product differentiation and market centralization in Hubei market to avoid the competitive market.Through market segmentation,pry open specific markets with the superior products of Beiben.In terms of product promotion and publicity,new media marketing methods,such as Tik Tok and Quickly,are used to expand the popularity and reputation of the product.This thesis makes a rigorous and scientific research and analysis on the current marketing strategy of Beiben Heavy Duty Truck in Hubei,and makes a concrete analysis on the existing problems.It has certain practical guiding significance to improve the reasonable allocation of resources so as to enhance the competitiveness of enterprises in Hubei market.At the same time,it will also provide some reference opinions for other medium and small heavy truck enterprises to carry out Hubei marketing.