The Research On Value Marketing Strategy Of ALV China Auto Parts Company

In the current environment of financial crisis, Auto part suppliers are facing serious competition with each other. Thus, more and more auto parts suppliers stars to implement value marketing strategy so as to enhance its own brand not only in the need of long. term development for enterprises, but also as necessary means to enable them better position in the market competition. This paper is based on the strategies management, marketing and relevant theory, by collecting many correlative data, studies on the management status and value marketing management states and so on, thus puts forward the reaction strategy of value marketing for ALV China Auto Parts Company.Taking ALV China Auto Parts Company as an example, this paper studies on the marketing strategy of automotive parts enterprise though macro and micro two different aspects. By referring to the related theories and analyzing to the Auto part supplier competition environment including macro-economic and industry situation of today, this paper also provide a reference to the value marketing in reality. Basing on SWOT analyzing to the advantage of ALV China Auto Parts Company over resource, ability and service, this paper use VRIO as tool to study the value marketing stratagem suitable for the company from aspects of value finding, value pricing, value marching and value passing. In the meanwhile, method of factor comparing is used to build the new car maker customer selection strategy to improve the current passive situation of supplier and value marketing realization to the key customers.