A Case Study On Marketing Strategy For LVP Of KEP Company In Chinese Automotive Market

In recent years,environmental pollution has been a serious threat to human health and environmental issue attracts more and more attention,harmful gas in the car(VOC)certainly cannot be ignored.When the VOC in the car reaches a certain concentration,within a short time,people will feel headaches,nausea,severe convulsions can occur,and will hurt people's livers,kidneys,brain and nervous system.KEP as being the main POM maker,the world's single largest production capacity,LOW VOC POM as its main material of automotive interior using,consumer promotion drive in China,gave rise to a safe and healthy life has a positive meaning,therefore,its marketing strategy is worthy of further analysis and research.KEP Company's LOW VOC POM which uses inside car can reduce VOC,good for environmental protection to promote new car quality and car driving experience has a positive meaning.This paper will take KEP as a case study,detailed description of KEP LOW VOC POM in China auto market marketing situation,from which shows KEP marketing existing problems,through analysis of KEP LOW VOC POM in China automotive industrials' problems,formulate the future marketing strategy for LOW VOC POM in China automotive industrials research.Therefore,to explore how to keep the company in LOW VOC POM in China's auto industrial's advantage and continue profitable marketing strategy is the main goal of this paper.In particular,mainly reflected in the following aspects:(1)Improving after sales services and market positioning(2)Improving sales network and cost control,embracing pricing advantages(3)Building up marketing channels with increasing strength and perfecting it with diversity(4)Environmental advantage centered advertising and publicity(5)Participating activities of public interests and improve company image(6)Establishing manager leveling system for a personnel motivation and evaluation mechanism Marketing strategy research on KEP LVP in China automotive industry,it is not only provide theoretical guidance to KEP LVP,point out its developing direction andobjective,great help to KEP LVP in China automotive industry's expansion,but also has significant reference value to other LVP makers.