Research On Marketing Strategy Of JY Tire In China

At present,China’s economy is growing rapidly,people’s living standards are improving,the number of cars is increasing year by year,China’s tire market also become the most potential market.By June 2020,the number of cars in China reached 360 million,as the number of cars in China increased,the demand of radial tires also grow rapidly.The abroad tire companies have aimed at our country’s tire market,which caused our country’s tire market is more competitive.At present,the equipment and technology of the tire is almost on the same level.After 25 years development,the sale network of JY Tire has spread to more than100 countries and regions including Asia,Europe,the United States and Africa.JY Tire is facing unprecedented challenges such as product level,environmental assessment,trade barriers and economic recession.Therefore,in order to win the competition,the company needs to pay more attention to the market strategy.This paper studies the products of company JY Tire based on the basic marketing theory and the current market situation of the enterprise.Firstly,this paper outlines the current industry background and the market background of JY Tire.The current research status and related theories at home and abroad is discussed in detail.Secondly,this paper expounds the current product,price,channel and promotion strategy of company,on this basis,the questionnaire tools is used to conduct market survey on relevant factors,analyzes the survey results,and seek the market improvement plan of JY Tire Company.Then,analyze the macro and micro environment of JY Tire products.On this basis,apply SWOT analysis to explore the marketing strategies of products.Finally,based on the actual situation of JY Tire company’s products,market survey,environmental analysis,this paper came up with a marke improvement plan.