The Research Of Marketing Strategy Innovation Of FJC Automotive By Facing Customer Out Of FAW Group

Along with the development of market economic system, China has become the secondlargest economy over the world. It brought dramatically changes to Chinese automotiveindustry. Since2009, China’s automobile production and sales volume has ranked the first inthe world. Because of the rapid growth, the automobile components industries rise fast. FJCautomotive interior company is dedicated to provide interior products and supportingservices for the OEMs within FAW group,95%of whose annual sales income comes fromthose customers. In pace with that enterprise strategy has changed to expand the market outof FAW group, FJC’s marketing strategies need to change accordingly.Under the guidance of company’s strategy, this study is to analyze marketing strategy,and finally puts forward innovative proposals for expanding customers out of FAW.Firstly, this research analyzes from macro and micro environment. Macroscopically, itincludes political, economic, geographical aspects and the development of automotiveindustry. We can see that with automotive industry had received strong support.Microscopically, it includes the customers, competitors and suppliers, from which we canunderstand the information of those customers out of FAW, FJC’s advantages anddisadvantages compare with competitors, the resources and capabilities of FJC’s suppliers.Secondly, this paper analyze current marketing strategies from two aspects, they are existingmarketing strategies, and existing problems when facing customer outside FAW group. It isobviously that current marketing strategies do not adaptable to new customers. Thirdly, thisresearch puts forward innovative marketing proposals from product, service, prices, placeand promotion perspectives. They should be used comprehensively when expanding market.Lastly, the study sets targets and proposes measures and support from different departmentsand functions.In the competitive environment, we hope that through the innovation of marketingstrategies, FJC can increase the advantages, expand market out of FAW group, and also hopeit can regulate management rules and regulations, contribute to the sustainable developmentof FJC.