Study On The Marketing Strategy Of Automotive Navigation Product Of QIMING Company

Automotive electronics controlled by the vehicle electronics, body electronics,and automotive electronics three categories, of which the car body electronics andcontrol electronics are pre-installed market, but automotive electronics market andbelongs to pre-installed aftermarket in parallel. Refers to the pre-installed marketrelated electronic products in the vehicle factory installed on commodity vehicles,then loaded the car market, said after the installation of the factory goods vehiclesmarket, installed after the market was divided prevail before loading (i.e.4S storesales goods vehicles in the pre-process) and the pure aftermarket, car navigationsystems are vehicle electronics category.Qiming company developed automotive electronic products-visual navigationsystem, the product of independent intellectual property developed by the blindcompany, a world leading level, according to the former standard vehicle equipmentto build, is the navigation, audio, video, Bluetooth, radio, reversing rear view,telemetric services in an integrated automotive embedded navigation entertainmentsystem; in the driver provided with guidance, Rear view camera, while providingradio, audio player, video player, Bluetooth and other multimedia features,allowing users to travel more convenient, comfortable, and vehicle information canalso be provided with a key service center navigation, security services, remotediagnostics, weather inquiries, points of interest inquiry, call forwarding services, inorder to bring convenient, abundant, safe and comfortable driving environment.Among them, the blind company for the FAW-Volkswagen car navigation products independently developed, is blind with FAW-Volkswagen strategic products, isblind company focused on strategic product, but the product though withindependent core technology, but the product cost is too high, functions need toimprove product stability needs to be improved, which brought great difficulties tomarketing. Then, in escalating product improvement process, how to increasemarket share, to establish a mature, stable, reliable customer system has becomeimperative blind sales department.In2013, sales of car navigation products in cooperation with FAW-Volkswagenstrategy, the company plans to subsection navigation products with annual sales of5,000units task, but through together-Volkswagen accessories boutique saleschannels only820units in the aftermarket no sales channels, so the overall salesonly completed16.4percent of annual sales companies beginning to develop a task,due to poor sales performance navigation section, resulting in a large accumulationof finished goods inventory and material inventory, resulting in blind automotiveelectronics business units in the loss. So, how to improve vehicle navigation Qimingmarketing strategy, profitability; How can seize this market opportunity, in theinitial stage of market development, quick to seize, expand market share andbecome the focus of this study.Qiming company vehicle navigation products are in the early stages of marketdevelopment, product marketing for the company to provide forward-lookinganalysis of vehicle navigation products for the company to do market research andmarketing strategy, so that the blind-car navigation products to profitability. Qimingcompany vehicle navigation products, there are many problems in the marketingprocess, for example, a single sales channel, the channel management system is notperfect; sales zoning is not clear enough, the lack of centralized management withinthe region, sharing of resources between regions, coordinated operations of thespirit; sales team of sales and service force, under the premise of not increasing the cost too much need to increase staffing to ensure rapid response to the market.Marketing strategy combined with the need to improve these problems, thispaper first marketing strategy, strategic management literature collection, collation,research, combined with the status quo Qiming car navigation market operations, todetermine Qiming vehicle navigation product market competition trend analysis.Qiming car navigation products for marketing strategies SWOT analysis,segmentation, positioning customer groups and needs. Finally, suggestions formarketing strategies to increase market competitiveness Qiming vehicle navigationproducts.