| As the country’s regulation of the refrigerated truck industry becomes more and more strict,the competition among refrigerated truck companies is also intensifying.In order to gain more market share,enterprises have to reduce sales under the pressure of rising raw material prices,making corporate profit margins Compressed smaller and smaller,creating a vicious competition cycle in the refrigerated truck market.In this context,it is far better than simply price wars to strengthen the marketing mix strategy to obtain the market.This paper takes A company’s refrigerated truck product marketing as the research object,based on the current situation of A company’s refrigerated truck product marketing,analyzes the problems existing in the current marketing strategy,and proposes marketing strategy optimization suggestions in a targeted manner,which is conducive to the promotion of the refrigerated truck product market competition of Company A.Force can also lay a certain theoretical foundation for subsequent related research.The research analyzed the macro and micro environment of the refrigerated truck products of Company A,and then carried out market segmentation,target market selection and market positioning based on SWOT analysis.Based on the 4P theory,an optimization plan for the marketing strategy of Company A refrigerated trucks was proposed.The improvement of product strategy puts emphasis on the development of new products such as semi-trailer refrigerated trucks,strengthens the brand building of refrigerated trucks,and extends the products to second-hand cars;the pricing strategy improves the 3C pricing model of refrigerated trucks and gives the price of specific products.The improvement of distribution channel strategy proposed sales channel development,channel human resource development,information channel management system development,network marketing new technology development and other suggestions;the promotion strategy improvement focus on personnel and advertising promotion.At the same time,in order to make the improvement strategy of the domestic marketing of A company’s refrigerated truck products,the article puts forward specific security recommendations from the aspects of talents,organization,information,service and technology. |
