Research On Valeo Interior Control Shenzhen Co.,Ltd Sales And Marketing Strategy

Since China joined the WTO, with the further opening of the economy, household disposable income has been greatly improved, the domestic auto market demand has explosive growth, while all car companies continued to expand production capacity, in 2014 of vehicle sales both exceeded twenty-three millions, but because each car manufacture excessive expansion of production capacity, there has been serious excess industry capacity, utilization is generally not higher than the average 84%, utilization of Chinese brand even lower than the industry cordon. 2020 production of car will reach 40 million units, the market will be in a serious state of excess. Showing that the market is fiercely competitive.Valeo Auto Interior Control(Shenzhen) Co., Ltd. is a wholly owned subsidiary of Valeo Automotive Group, founded in 2007, headquartered in Paris, is mainly engaged in the production of car ultrasonic sensor, air controllers, combination switch, internal control switches, the main customers are the Volkswagen JVs, Ford, Peugeot Citroen, and Nissan, etc., the company’s business in recent years has achieved rapid growth, but due to excessive concentration of business in the joint venture automotive customers, particularly the Volkswagen customer accounted for almost half, there is a huge risk, the growth rate has decreased significantly in recent years, and behind major competitors, and as market competition intensifies, companies complex and inefficient organizational structure and the high cost of living, severely weakened the company’s comprehensive competitiveness.In this paper, under the guidance of marketing theory, the application of theoretical models and methods of marketing, through the company’s marketing strategy Valeo Shenzhen research on domestic vehicle manufacturers,market segmentation, target market selection,re-position of Valeo Shenzhen market, trying to find out the new market strategy for Valeo Shenzhen match the advantage of the marketing strategy.Expect to maintain and even expand the company’s market share through thinking and planning Shenzhen Valeo marketing strategy, maintain the company’s long-term sustainable and stable development.