Research On Marketing Strategy Of Automobile Components Of A Company Based On IFE-EFE Matrix

With the development of China's economic reform, opening-up and the economic globalization of the world, those foreign automobile-parts enterprises begin to speed up the pace of entry into Chinese market. But it is an urgent problem been facing by every foreign company on how to effectively expand Chinese market, and thus develop a suitable marketing strategy, and on the other hand how to make use of their own advantages to seize the opportunities and reduce the risks associated with it. The company surname A established it's own spare-parts production and started the development of Chinese market in 2002 in Suzhou city. With the growing popularity of the automobile sectors in China, the aluminum alloy wheel-hub and automobile-parts series also gradually formed a vast “Red Sea” market. Regarding how to seize the opportunities of the current era, it is also a throny issue placed in front of A company.The main direction of this dissertation is to combined with the characteristics of the competitive environment faced by A company and the inherent characteristics of automobile-parts enterprise, and thus in-depth analyze the current marketing strategy of A company as an auto-parts manufacturer, therefore based on this thus formulate a scientific and reasonable marketing strategy for A company. Firstly, the dissertation summarizes the literature by reviewing the domestic and foreign various theory as reference, such as strategic management theory, marketing management theory, SWOT analysis theory, and introduces the internal-external factors matrix(IFE-EFE) and analytic hierarchy process(AHP), which provides the theoretical basis for further study and discussion; Secondly, this chapter builds an IFE-EFE model and introduces quantitative AHP method for the calculation of the weight of the index in IFE-EFE matrix, and with analysis hierarchy method and matrix method of internal-external factors establishs the model of inside&outside marketing strategy of Chinese automobile-parts enterprises. Thirdly, the writer takes A company, a professional manufacturer in automobile-parts for an example, by means of the SWOT method described in detail the advantages, disadvantages, opportunities and threats faced by A company, and AHP method applied for the assignment of the key factors in SWOT matrix, and eventually&scientifically determines the marketing position of A company through the realization of quantification of SWOT strategy in the weight calculation of the coordinate axis; Finally according to the A company's situation, the writer puts forward the related options of the marketing strategy, and raises&validates the design of A company's marketing strategy from product, price, channel, communication and other aspects.Through the usage of IFE-EFE matrix model and quantitative SWOT analysis of the company's marketing environment, we can conclude that A company should choose the specific SO aggressive strategy to play it's own internal strengths and resort to external opportunities, and then based on it set up the marketing goals and the relevant implementation of the strategy. From the sales revenue, marketing costs and promotion of the implementation of new marketing strategy, the strategy based on IFE-EFE matrix launched by A company is more effective, initially achieved the effect of better application.