Study On Optimization Of Overseas Marketing Strategy Of T Bus Enterprises

At present,the demand of China’s Bus and Coach market has tended to be saturated and has shown a downward trend.The market competition is becoming increasingly fierce and the risks are increasing day by day.The overseas market can provide potential space for the future business growth of passenger car enterprises.Most of the overseas target market countries of China’s bus enterprises have a certain economic and resource base,and the national economy is also in a stable or rapid development stage in the long run.The demand for buses before the COVID-19 epidemic generally showed a steady growth trend.But,due to the tempestuous international political situation,changes in the economic environment and other factors,the global economic recovery is facing certain challenges,which will have some adverse effects on the demand of overseas Bus and Coach market.This article is based on the background that the overall macroeconomic environment is improving,and the economic environment and industry demand in different regions and market segments will show a certain differential recovery.Following the basic concept of "discovering problems-analyzing problems-optimizing solutions",this article first introduces the current development situation of the domestic bus industry and the inevitable trend of the bus industry to explore overseas markets,summarizes and analyzes the PEST model,The value and application of STP theory and marketing 6P theory in marketing strategies have laid a theoretical foundation for research.Secondly,taking T Bus,a leading domestic Bus and Coach company,as an example,using literature collection,in-depth interviews,and participatory observation methods to understand the basic situation of the company,its domestic and overseas operations,and the status quo of overseas marketing,it was found that its overseas marketing strategy has scattered sales of export products,lacks star products,and is difficult to grasp the initiative of channel value chain allocation.Low price competition from other Chinese products has impacted its market share,lack of localized financing capabilities and other issues.Finally,based on the macro environment,the reasons for the problems in marketing strategies are analyzed in depth from six aspects:overseas market products,channels,prices,promotion,politics,and public relations.Based on the above research results,the STP theory is used to propose the basis for overseas market segmentation,selection strategies for target markets,and factors to be considered in market positioning.On the basis of the marketing 6P theory,the optimization suggestions for overseas marketing strategies of T bus companies are proposed:(1)Focusing on mainstream market demand and providing overall product solutions by taking the development of new energy as an opportunity;(2)Adopt a channel strategy based on direct sales and supplemented by distribution to build direct sales and direct financing capabilities;(3)Adopt target cost pricing and establish a reasonable price system;(4)Systematically promote global brand activities,create sales tools that keep pace with the times,and increase investment in experiential marketing activities;(5)Do a good job in responding to geopolitical administrative risks,coordinate relations between all parties,and create a good competitive environment.And combined with the optimized marketing strategy,it is suggested that the core competitive advantages of T bus enterprises should be systematically enhanced from five aspects: policy guarantee,talent guarantee,service guarantee,product guarantee,and risk control,so as to increase the sales volume of T bus enterprises in the overseas market,provide scientific ideas for them to consolidate their overseas market share and further expand the overseas market,and provide reference for Chinese bus enterprises to optimize their overseas marketing strategies.