Dongfeng Commercial Vehicle: Deepening Marketing Transformation and Establishing Customer Values
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Under the circumstances that the total market volume no longer grows or is negatively-negative, how can Dongfeng Commercial Vehicles develop in the future? How can we further deepen marketing transformation?
Xu Tiansheng, deputy general manager of Dongfeng Commercial Vehicle Co., Ltd., believes that creating value for customers is the first mission of Dongfeng Commercial Vehicle Co., Ltd. Dongfeng Commercial Vehicle has many strategic partners. However, there is only one friend who is the customer. Therefore, marketing transformation must be oriented to customers and establish strong customer values ​​so as to enhance the value of Dongfeng Commercial Vehicles. When it comes to customers, in fact, the biggest order is not the customer. What is the real customer? The first is the investor and then the "driver."
In the past marketing transformation, all dealers depended on it. This is actually a passive marketing transformation. Therefore, in order to deepen marketing transformation, it is necessary to seize the initiative, which requires Dongfeng Commercial Vehicles to change the existing working model.
First, we must have the correct marketing ideas and guidance. Marketing must be done around customer value. The network construction must also be strengthened. All dealers of Dongfeng Commercial Vehicles are facing customers. There is no other channel to directly provide products to customers. The network must be firmly grasped.
Second, we must have a good customer strategy and management. To create value for customers through technical services and product services. The only thing that customers are sensitive to is value. Therefore, the products of Dongfeng Commercial Vehicle should be competitive, and we must pay attention to the whole lifecycle management of products.
Third, we must win at the inflection point to meet the challenges brought about by laws and regulations through technological advancement. With greater horsepower, lower fuel consumption, and more advanced technologies, the increase in costs brought about by regulations will be kept to a minimum.
Finally, we must realize the added value of the market business model. Aftermarket is a "golden apple" business. Dongfeng commercial vehicles have many businesses that can be developed and more space needs to be done. To enter the Blue Ocean from the Red Sea, we must change business models, upgrade the network, and reduce operating costs.
For Dongfeng commercial vehicle marketers, it is both rational and passionate. Faced with the market's uncertainty, it is necessary to make preparations for the country's four marketing, maintain customer value, carry out management changes persistently, and rationally face unpredictable changes in the market.