Marketing Strategy Study Of M Company Automotive Connectors In China

In 2009, China surpassed the United States for the first time and became the largest automotive market in the world. Though China’s automotive market has entered a stable low growth phase from 2011, according to the analysis of professional institutions, the prospect of China’s passenger vehicle market is still very good, and the demand for automotive connectors is very strong. How to grasp this opportunity and succeed in China market becomes an urgent subject which many big connector manufactures want to study to break.This paper takes M company as the study object. Based on the theory of marketing and Michael Porter’s competitive strategy, this paper analyzes the external macro environment and the automotive connector industry in China by using PESTEL model and "5+1 "force model. And also analyzes the major competitors in the automotive connector sector, and finally know clearly about the competitive position of the company and summarizes the key success factors (KSF) and identify the opportunities and threats in the external environment, and then uses the external factor evaluation matrix to analyze the company’s current overall response to opportunities and threats. It also finds out the strength and weakness of the company through the analysis of the company’s internal resources and skills, and then uses the internal factor evaluation matrix (IFE) to reach a conclusion that the company’s internal strength is in dominant position and the overall internal strength is higher than the average level in industry. Select the target market based on STP marketing theory, and then select a better strategy by means of SWOT and QSPM analysis. And then position the marketing strategy and then develop the marketing mix strategy as a specific means to implement the selected strategy. Finally, to insure the smooth implementation of the selected strategy, considering the company’s current situation, this paper formulates several measures such as "optimizing the operation mechanism and structure of the company, improving the development and retain mechanism of talents and leading in the management philosophy of MBM" as the implementation tactics and supporting measures. The research of this paper can provide a guiding value and some theoretical references for M company and other automotive connector manufacturers in formulating the relevant marketing strategy.