社会与市场背景作为从家电行业起家的春兰集团,在上个世纪末其掌门人陶建幸力排众议,果敢进行了重大的产业扩张,杀入卡车行业,并在短短两年内使卡车成为集团仅次于空调的第二大支柱产业。但市场是复杂多变的,卡车行业的竞争随着中国入世也日趋激烈,这使春兰这个行业新进入者在面临良好机遇的同时,在营销上也必须面对种种挑战,这同样表现 Social and Market Background As a start-up from the home appliance industry, Chunlan Group, headed by its founder Tao Jianxing at the end of the last century, dared to make major industry announcements and dived into the truck industry and brought the truck into a group in just two years Second only to the second pillar of air conditioning industry. However, the market is complex and changeable. The competition in the truck industry has become increasingly fierce with China’s accession to the WTO. As a result, the new entrants to Chunlan industry are faced with various challenges in marketing while facing good opportunities.