Research On Marketing Strategy Of Commercial Vehicle After-treatment System Products Of T Co.

During the "13th Five-Year Plan" period,the Chinese annual production and sales of automobiles in 2016 exceeded 28 million units,ranking first in the world for eight consecutive years.In 2020,under the influence of the Covid-19,the pressure of the automobile industry is highlighted,but the performance is much better than expected.The production and sales of automobiles have completed 25.225 million and 25.311 million respectively,leading the world again,and the market potential is very huge.Especially for commercial vehicle,annual production and sales reached more than 4 million in recent years,the component industry developed rapidly as well.In recent years,Chinese government actively promote emission regulation upgrade,automobile industry will step into CNVI stage.Emission control obtained mainly by After-treatment system,therefore,after-treatment is the key component to achieve CNVI target.The implementation of CNVI significantly promote after-treatment market prosper.T Company is a top 500 US funded enterprise,which provides after-treatment systems for major global automobile company.Since entering China in 1990,T company has gradually become the leading company about R&D and manufacturer for after-treatment system.This purpose of the thesis is to study T company’s China commercial vehicle after-treatment system(ATS)marketing strategy.First of all,the purpose of this thesis is to optimize marketing strategy for T company’s commercial vehicle after-treatment system.Then,determine the research ideas and methods of this thesis.Secondly,the thesis gives a brief description of T company,then from the price,sales channel pre-sales and after-sales four aspects to summarize current marketing problems.Finding out the root cause and giving a analysis of market environment.Thirdly,with the help of PEST and Porter’s five forces model,analyzed T company’s macro and micro environment,SWOT is used to study the advantages,disadvantages,opportunities and challenges.Based on all above,developed the appropriate marketing strategy for T company.Then,from target market and positioning,products,prices,channels and promotions to optimize the strategy.In terms of the strategy above,safeguard measures are proposed,which including:The guarantee of product technology,organizational talents and system culture.At last,summary and outlook.This thesis has important reference value for the formulation and implementation of T company’s marketing strategy.Meanwhile,it provides an example for how other companies can grow healthily in China market.