Marketing Strategy Of The Automotive Electronic Control Automatic Transmission (amt)

With the development of automatic industry by leaps and bounds, automobiles are becoming more and more popular. With the increasing of people's incomes, automobiles have become a common consumption for families. However, most automobiles use normal mechanical transmission, which needs shifting gears very often according to a variety of driving conditions and required speeds. Moreover, with more and more automobiles entering families, there are more and more non-professional drivers. The high-frequency gear shifting makes these nonprofessional drivers too busy to attend to all traffic conditions on roads. Automatization of automobile transmission is the new trend in current area of automobile technology and design since automatic transmission doesn't need to operate clutch and shift gears and it can be simply operated.In addition, deterioration of living environments and climbing of gas price all over the world provide opportunity for development of automatic transmission. The goal of automobile industry in the world is to produce automobiles providing more comforts and safeties and pursue more advanced, environment-friendly and fuel-efficient driving force for automobiles. The automatic transmission developed by AF Company is the automatic transmission with obvious Chinese characteristics, economical, environment-friendly, practical, safe and reliable. The main goal is to reduce the operation steps to relieve the drivers and cause less pollution to environment.This article found out the advantages and disadvantages for the company existence, external development opportunity and threat by systematically analyzing ATM macro industry environments, competition circumstance and internal resource of the company. Furthermore, the objective market of AMT product is ascertained by subdividing AMT market. In addition, in order to sustainably develop company, a suit of guidance strategies are established for company's marketing task by recombining with the requirement of company development strategy.