Research On The Marketing Strategy Of Company "ZING"

With China joined the WTO, more and more automobile giants have come to invest in China. At the same time, the Chinese local automobile company are constantly establishing joint venture with foreign enterprise. In this background, the automobile industry is showing explosive growth trend. In2009, China surpass America and become the world’s largest auto market with the production and sales more than13million vehicles. Chinese vehicle production and sales has come very naturally bring about the rapid growth of automobile parts industry. In spite of this, but the market competition has become more and more serious, the multinational giants use technical barriers, scale economic means to deal with local automobile parts enterprises. To enable enterprises can obtain sustainable development in this new marketing era full of unknown, complex and changeable, the rapid development of the information, so the enterprises must do many efforts in design, development and application marketing strategy. Enable it to meet OEM requirements, and enhance the service, and then expanding the company’s market share.Marketing strategy requires enterprises to regard the customer needs as the starting point, and obtain customer demand, purchasing power, business expectations information through various channels and ways. Organize the various business activities, to provide satisfactory products and service for the customers through product strategy, price strategy, channel strategy and promotion strategy."ZING" is a state-owned big enterprise which located in Huangshi High and New Tech Development Area."ZING" Company was founded in1954, and joined DFAC Group in1982, in1997, the company joined Tri-ring Group. It introduced the key clutch equipments and technology from VALEO Group in1989. It builds one of the most professional R&D Center and Clutch Testing Centers in China and the Clutch Testing Center is appointed by DONG FENG Automobile Company, YUCHAI Diesel Company and DPAC. The Clutch R&D Centre is honored as R&D Centre at provincial level by Hubei government. The products range of "ZING" company includes mini-car, passenger car, light-duty, medium-duty and heavy-duty truck, and the main customers are FAW,CFMA, DPCA, YUCHAI Engine company and Shanghai Diesel Engine Company. The enterprise has a national wide sale network. Export Market covers Russia, West Asia, Europe, Southeast Asia and South America. Due to the influence factors such as international parts giant pouring into China and Japanese&Korean OEM nominate the supplier, the company’s market space is constantly under compression. How to break the adverse situation? This thesis analyzed the automobile parts industry status and situation, implemented the SWOT analysis under the guidance of marketing theory on "ZING" company, trying to build a marketing strategy to adapt with the "ZING" company.Through the accurate market positioning, design the corresponding marketing strategy, play the company its own advantages, to enable the company to obtain a sustained, healthy and stable development.