Research On Marketing Strategy For Inteva Products Changchun Co.,Ltd.in Changchun Area

Inteva Products Changchun Co.,Ltd is a wholly owned auto parts company by Inteva Group USA,which was founded in Changchun since 2006.It mainly provide automotive sunroof product and after sales service for the automotive OEMs in northeast China.Looking at the fierce market competition of automotive sunroof in Changchun,Inteva Products Changchun Co.,Ltd need to adjust its marketing strategy to withhold its market share in Changchun and enhance its overall competitiveness.Through the study of marketing status to Inteva Products Changchun Co.,Ltd,this research found out the marketing problem of this company.After macro and micro environment analysis,this research discovered the advantage and opportunity of this company.In macro,with the analysis of China policy,economy development,society demand and technology promotion to auto industry,it can be foreseen that the auto parts industry will continue have positive boost.In micro,with the analysis of product industry,marketing area,competitors and supply chain to automobile sunroof,it can be concluded the marketing position and opportunity of Inteva Products Changchun Co.,Ltd.Through SWOT,the detailed study on strength,weakness,opportunity and threaten was conducted and focused marketing strategy was constructed with the combination of SO.Based on the marketing management theory of STP,sectioning the automobile sunroof market in Changchun area with standard of customer company scale,then targeting the market and finally differentiate the product positioning to different target customer FAW-VW and FAW-Car.Combining the theory of 4P and 4E,Service Marketing etc,it proposed the adapted marketing mix strategy for long term development of Inteva Products Changchun Co.,Ltd.In product,differentiation was needed to different customers,meanwhile widening and deepening the product line is necessary and the brand culture must be emphasized.In price,the quotation procedure,pricing method and strategy need to be optimized,meanwhile pursuing the marketing mode of value orientation.In place,multi-channel for single product need to be considered.In promotion,trust relationship with customer is also needed even though providing the price benefit.In service innovation,innovation for tech show,environmental material,internet plus was proposed.At last,a planning of marketing strategy implementation guarantee was set from the aspects of strategy target setting,information flow optimization,personnel quality improvement,financial audit standardization,local procedure optimization and company culture construction to make sure of achieving the target that support Inteva Products Changchun Co.,Ltd to increase the market share and profitability in Changchun.