Research On The Marketing Strategy Of HG Auto Supplies

Heng Guang company is one of the common Chinese car accessory companies. It fully reflects the realistic condition for the group and even whole industry. After the establishment of the enterprise, it experienced the resource scarcity and lack of strategy, which led to the difficulties of entering the market. Then it carried out the structural adjustment, reconstruction, infiltration and development of the selling network. The research conclusions and improvement measures for the management problems and development trend of Heng Guang company have some reference function for the survival and development of the Chinese car accessory industry and other small and medium-sized enterprises.Through researching the macro level, such as the market status, competition situation, consumption characteristics and analyzing the resource element, superiority and inferiority, stage of development, team bass, regional environment and marketing mode, this article sums up the reasons of Heng Guang company difficult position, which is lack of resource, deep and scientific market investigation and demonstration, having thin consciousness for strategy planning and large casualness for product research, leading to great contusion. After the structural adjustment, it gets his proper benefit again, but the marketing means is mainly limited in fighting for price and terminal and the promotion means is single. The channel management intensity is week. The distributors cooperate loosely with low loyalty index. The regional distribution and development is quite imbalance. The other areas outside of Shaanxi develop slowly.Therefore, the author draws the conclusions that the company is still in the starting period, and has not yet formed a basis of considerable development. This paper, based on the STP and marketing theory, design the strategies of consumption subdivision, product mix, pricing, packaging and so on. According to the channel, terminal, operators, consumers comprehensive guidance idea, we give Heng Guang company a comprehensive and systematic marketing suggestions with propaganda, service, promotion, public relations and other practical action. The practical and convenient operation guide is put forward from the above strategies and suggestions.