Research On The Marketing Strategy Of T Company For Automotive Adhesive Tape

In recent years,China’s auto market is gradually changing from an incremental market to a stock market.At the same time,under the impact of the COVID-19.The auto industry is under tremendous pressure and challenge.As auto spare parts,automobile tape is bound to face the problem of overcapacity in the severe situation of automobile market.In such a market environment,This article takes T Company’s marketing strategy as the research object,applies the questionnaire method based on the combination marketing strategy theory to analyze the current situation of T Company’s automobile tape marketing strategy.This paper combines T Company’s product strategy,price strategy,channel strategy and promotion and aftermarket strategy to construct the evaluation standard of T Company’s marketing strategy,and analyzes and evaluates T Company’s marketing strategy.After analyzing T Company’s marketing strategy,this paper finds that T Company’s marketing strategy has some strategic problems in terms of product,price and channel.Product price strategy is low in product value for money and high in new product pricing.Channel strategy aspect channel member many good and bad and so on the marketing strategy question,finally causes the market competition superiority to weaken,the performance growth is slow.How to change the current marketing strategy of T Company to boost sales and market share in the automotive tape market is a problem that T Company must solve now.Based on the analysis above,this paper puts forward the corresponding optimization scheme for T Company’s marketing strategy,which is to optimize the process of establishing new product project and customize product differentiation.T Company production cost and raw material cost are optimized in the price strategy,and different pricing strategies are adopted according to product life cycle.Implement key agent development plan and strengthen digital optimization marketing channel on channel strategy.To improve the sales promotion and after-sales service strategy of T Company,we should set up a large customer team and establish a leading service mechanism.At the same time,in order to guarantee the implementation of T-Company’s marketing strategy optimization plan,the author puts forward the guarantee measures from the aspects of product,price,channel,promotion and after-sale:strengthen the financial guarantee of the product strategy and attach importance to the cultivation of talents;Product product control on price strategy,optimize sales team evaluation and motivation,and channel strategy to improve the construction of pipeline merchants team,training system;Promotion and after-sales service strategy to strengthen the implementation of marketing strategy,increase digital construction.