江淮高端轻卡市场目标与营销战略研究.pdfVIP

Study on the Marketing Object and Strategy of Jianghuai High-end Light Truck ABSTRACT The production and sales of Chinese automobile ha s exceeded 13 million in 2009, which marked that Chinese auto industry has enter into the world Top 3 as well as implied that it has leap into a new step. In 2009, the sales volumes of Chinese light-duty truck became the Top 1 and reached more than 1.2 million units and independent brand covered over 90% market share. The next decade started from 2009, it estimated that the light-duty truck market concentration will further be improved; national environment protection standard will be stricter, the demands of users will be rationality and mature and higher pursuit for products and brand. The light-duty truck market extended from low and mid-end market to high-end market gradually, and the high-end duty truck will welcome the high-speed market development opportunity. Though the research of Chinese high-end duty truck, this thesis analyzes the Chinese light-duty truck and high-end truck market operation condition and the main high-end duty truck makers’ advantages and disadvantages. According to JAC high-end duty-truck operation situation, it systematically reaches centralization strategy, cost leading strategy, differentiation strategy. And we can form owns’ advantages only by differentiation strategy and pass the competitors. Using differentiation strategy to put forward the JAC high-end duty truck ‘encircle the cities from the countryside’ promotion strategy and method of comparative analysis, method of case