Marketing Tactics On Alpine Car-audio

Car-audio is growing rapidly in China, and at the same time, China reaches its highest growing rate among the worldwide economy, and more and more Chinese people start buying their private cars or prepare to buy in the near future. How to make good use of the macro environment and made the best marketing planning is the key issues of car-audio manufacturers. The article will be viewed from the angle of a famous Japanese car-audio key player: Alpine Electronics, its marketing action in China. Beginning with the car-audio market, the thesis gives an introduction to the history and current situation of car-audio market to help manufacturers to do better during this golden period in China, especially to Alpine company, to help it survive out among the fierce competition by analyzing the strengths and weakness of key players, finding out what should be improved in marketing planning in Alpine company.The thesis is composed of four chapters.The first chapter is about the car-audio market and its importance.The second chapter describes the history and status quo of Alpine company.The third chapter put emphasis on the problems with the market.The forth chapter recommends measures be taken to improve Alpine car-audio market.For the thesis, I make research of marketing planning and action in Alpine company. Read relative articles for the subject of marketing, especially in channel. Conduct consumer survey, and make relevant marketing plan according it. Refer car-audio manufacturers' marketing action in other countries.From this article's analysis, find out the feasible action plans in marketing regarding the problems facing by Alpine company. Due to the current analysis ofcar-audio are few, this article will help car-audio manufacturers, not only to key players of foreign companies, but also to the potential Chinese players. It is also an easy understanding article for common readers who want to know something about this field. Some plans proposing are quite new and feasible, while no one manufacture ever do so in the current moment, for example, to establish car-audio fans club; to sponsor the sports, music related. From this article's analysis, Chinese car-audio manufactures can learn from the counterparts of key players in the world, which will be helped in some extent.