Strategy/Product: ArvinMeritor adds new bus, coach and truck products for Chinese market

Jim Gibbins

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Strategy/Product: ArvinMeritor adds new bus, coach and truck products for Chinese market

机译：战略/产品：ArvinMeritor为中国市场增加了新的客车，长途汽车和卡车产品

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USA/China - ArvinMeritor in China has been busy developing a range of new niche products for the market in China. Earlier this year it announced the development of a front drive steer axle for extra wide airport buses, which is being built at its wholly owned subsidiary in Xuzhou, China. According to Jason Apter, managing director, ArvinMeritor Commercial Vehicle Systems, China and Korea, in an interview with Truck & Bus Builder at Bus world Asia, last month, its focus in China was on the off-highway sector and premium bus and coach sector.

机译：美国/中国-ArvinMeritor在中国一直在忙于为中国市场开发一系列新的利基产品。今年早些时候，它宣布开发用于超宽机场巴士的前驱动转向桥，该桥将在其中国徐州的全资子公司中建造。中国和韩国的ArvinMeritor商用车系统公司董事总经理Jason Apter在接受采访时说，在上个月，它在中国的重点是非公路领域以及高档巴士和旅游车领域。。

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《Truck & Bus Builder: the international newsletter of commercial vehicle manufacturing, developments》 |2009年第5期|共1页
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Jim Gibbins;
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1. Strategy/Product: ArvinMeritor adds new bus, coach and truck products for Chinese market [J] . Jim Gibbins Truck & Bus Builder: the international newsletter of commercial vehicle manufacturing, developments . 2009,第5期

机译：战略/产品：ArvinMeritor为中国市场增加了新的客车，长途汽车和卡车产品
2. Chinese Cigarette Packaging Makers Eye Overseas Markets:Chinese cigarette packaging manufacturers are actively engaging overseas markets with a strategy that aims to optimise their packaging products and services at a time of sluggish growth in sales of tobacco products. [J] . Allen Liao Tobacco Asia . 2015,第2期

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3. Product/Strategy: Volvo Bus launches new bus and coach chassis at Busworld South East Asia [J] . Jim Gibbins Truck & Bus Builder: the international newsletter of commercial vehicle manufacturing, developments . 2019,第6Suppla期

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4. An Overview Of China's Stainless Steel Product Market And China's Development Strategy [C] . China International Stainless Steel Congress 2001; May 8-9, 2001; Shanghai, China . 2001

机译：中国不锈钢产品市场概况及中国发展战略
5. Business strategy type, marketing organization design, product-market growth strategies, and relative marketing effort: An empirical investigation of underlying relationships in service businesses. [D] . Rajaratnam, Daniel. 1989

机译：业务策略类型，营销组织设计，产品市场增长策略和相关营销工作：对服务业务中的基础关系的实证研究。
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7. La banalisation du luxe (Democratization of luxury) Abstract : La plupart des achats pratiqués sont effectués par des clients occasionnels, ce qui a conduit les entreprises à s’adapter par une nouvelle stratégie. En effet, suite à l’intensification de la concurrence et à la concentration du secteur qui engendrent une contrainte de rentabilité immédiate, mais aussi en raison des impératifs nouveaux du marché, les maisons de luxe se voient obligées d’élargir leur offre afin d’ajouter à une clientèle dite traditionnelle une clientèle plus vaste. Dès lors, le secteur du luxe est progressivement passé d’une logique d’offre où seul un nombre restreint de personnes était ciblé, à une politique d’offre où des professionnels du marketing étudient la demande du marché afin d’orienter la production des biens vers un marché de masse. La banalisation est une problématique capitale et décisive car les maisons de luxe doivent préserver leur image de marque tout en élargissant leur clientèle : elles s’efforcent de créer et de pérenniser leurs marques, sans jamais oublier qu’une marque ne peut pas s’associer à n’importe quel objet, sous peine de menacer l’ensemble de ses représentations. Par conséquent, chaque nouveau produit présente un risque pour la gamme toute entière, d’où le risque d’une erreur stratégique par le choix de la banalisation. Le danger est de voir la clientèle aisée se tourner vers d’autres grands noms pratiquant toujours cet esprit d’élitisme qui caractérise le « luxe ». The luxury market is no longer reserved for an elite as its evolution over the last fifteen years clearly indicates. Luxury goods companies have been forced to adapt and resort to new strategies to take into account the fact that most purchases are now made by occasional clients. The keen competition and the on-going concentration in that sector – with the resulting short term profitability constraints - together with the new market conditions, have forced luxury goods companies to broaden their offer so as to add new customers to their traditional base. As a consequence, the luxury market has progressively moved away from an offer-driven logic – targeting a small number of people – in favor of an offer-based policy with marketing professionals studying market demand so as to direct the production of goods towards mass production. The democratization of luxury constitutes a major challenge for those companies which must preserve their image while broadening their customer base: they now strive to create and perpetuate their brand image, without ever forgetting that a brand cannot be associated to just any object, as this might constitute a threat to all its brand representations. Thus every new product constitutes a real threat to the whole range and there is a risk of making a strategic mistake by appealing to the mass market; and there is also a clear danger of seeing affluent customers turn to other great names that still foster this ‘elite spirit’ that characterizes « luxury ». [O] . Eric Vernier, Pierre Ghewy 100

机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。

Strategy/Product: ArvinMeritor adds new bus, coach and truck products for Chinese market

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