A Study On Marketing Strategy Of FM Auto Parts Co.,LTD

According to statistics of China Automotive Industry Association, China has manufactured 23.72 million cars in 2014, with year-on-year growth is 7.26%, vehicle population reached 140 million, and China is still the biggest car production market. With the increasing car population in the market, as well as slowing economic growth in China, the Chinese automobile market is turning from a rapid growth to the middle high growth phase. However, the domestic auto parts market is still huge, especially in the aftermarket will usher in rapid development. Automotive aftermarket will become the key point for the future of auto Parts Company. Some domestic and foreign auto parts giant has begun to enter the auto parts aftermarket to establishing it self’s promotion channel such as exclusive shop and franchised outlet. Facing huge challenges and opportunities, scientific marketing channel is the key to the healthy operation of the company marketing system. FM Auto Parts Co., Ltd. as the auto parts enterprises should assess the situation and to fully understand the market conditions change, adjust the marketing channel strategy, ensuring the improvement of car factory business, and find a new growth point in automotive aftermarket place, these will be the key point to the future of auto Parts Company.The writer put the "FM Auto Parts Co., Ltd. Marketing Channel Strategy Research" as the research topic, Based on the recent macro environment of China’s auto parts industry and the micro environment of the enterprise itself, the writer made a Quantitative research on the elements of marketing in auto after market channels, including quality, packaging, brand, price, advertising, promotion. This result found a logical relationship between six factors of product marketing and the marketing effect. This will be the strong support of marketing strategy optimization. This questionnaire contains 12 problems, which investigated 200 dealers from FM auto parts sales network. Using statistical analysis software for analysis, the results show that in the auto parts sales, brand, quality, packaging and advertising is the largest elements in promotion. There is significant difference between the dealers who had work hard on band, promotion, packing, and advertising. These distributors can meet the psychological needs of customers, to sell the product easier.In this paper, the results show that the FM accessories co., LTD should formulate marketing strategy, and constantly optimize the product structure and product market positioning, complete the after sale channel structure, establish regional pricing strategy and reinforce the rewards and punishment policy, organization parts dealers do a good job in brand, quality, packaging and advertising marketing work, encourage auto parts dealers held various sales promotion activity. At the same time, supply guidance and training to the dealers who need it. In addition, on the basis of the original sales channels continue to perfect after-sales channel construction, enhance competitiveness and brand influence.