Research On Automotive Interior Textiles Marketing Strategy Optimization Of AUNDE

Automotive textiles industry is an important supporting industry of Automotive.With the rapid growth of China's auto market, the demand for automotive textiles was also rapid growth; however, with the growth of domestic automotive textiles companies and the changing of needs for the textiles, making Chinese automotive textile companies are faced with both opportunities and challenges coexistence market environment. AUNDE company as specializing in automotive interior fabric design, production and sales of businesses, how to seize market opportunities, to survive and develop in the increasingly fierce competition,is a major problem that organizations face today.In this paper, take AUNDE as an example, use the 4P marketing mix theory and the SWOT analysis method, etc. This paper will do a complete research of marketing strategy of AUNDE's automotive interior textiles(woven & knitting) and make an optimization proposes.First, by using the SWOT analysis method, find the internal strengths and weaknesses, external opportunities and treats. As well introduce the successful marketing strategies of competitors. Second, introduce the sales status and marketing strategy of AUNDE, find and research the shortage of AUNDE‘s strategy: the simple types and style of product are and the time for product develop is too long; the price lacks competition ability;the local sales channels is unsound and the sales channels of Japan and south Korean islacked; the promotion is too unitary and the sales team management is unsound. Third, by using the method of questionnaire survey, understand the target customers' demands in product, price, place and promotion. In the end, Combined with the AUNDE's advantages,disadvantages and the external opportunity, use the successful marketing strategies of competitors, make AUNDE's marketing strategy optimization scheme: In term of Product,(1)Take advantages of design ability, make the proposals of textiles modular develop and cooperate with components assembly enterprise for the textile developing, shorten the time product development.In term of Price, according to the customer, make different price strategy. In term of Place,(1) Expand the domestic sales channels, set up sales office in the automotive production bases, increase the proportion of domestic sales.(2) Enhance the management of the oversea nomination sales channels, build good relationship with the Germany high end OEMS. In term of Promotion,(1) Optimize the promotions, put forward the proposals of join in Auto show, sponsorship designer meeting and provide product knowledge training to OEMS and other promotions.(2) Strengthen sales staff training to enhance the sales skills and extensive product expertise.Hope this research can help AUNDE company improve the performance, effective using of resources, create the biggest value; Also hope this research can be reference for other similar domestic enterprises.