Research On Marketing Strategy Of EK Automotive Company

Along with the term inating of the er a of high speed growth of China' s automotive market,it ushered in low-growth or rise and fall alternating of the "new normalcy".In 2015 China's overall auto market sales growth once again fell to single digits,production and sales volume were 24,503,300 and 24,597,600,with 3.25% and 4.68% increase year-on-year.The n ew automative market may face greater pressu re of market demand shortage in 2017,capac ity release g etting faster th an demand increase may intensify the contradiction,as a consequence,the market competition was expected to become m ore and m ore severe.Under th e competition pressure,many automotive companies cut down the prices to decrease the inventory and relieve the operation pressure.As a result,the auto parts industry is also facing increasingly fierce competition.In the past ten year s of this industry,foreign spare parts companies have accelerated the layout of localization in China to prom ote the production,purchase,research together with development localization,but the marketing concept has not adapted to m eet the requirements of localization.So how can the in ternational spare parts companies compete with other m ultinational companies or dom estic enterprise to ge t the advantage,obtain the survival an d development space in such a harsh competition environment.The marketing strategy of the international auto spare parts company should meet the unique demand of the Chinese market,integrate its standardization and localization in the global marketing strategy.To meet the dem ands of the local m arket they should im plement differentiated marketing strategy according to the actual situation of the target market,with better integration to the local culture.As a automotive component company,how to implement the correct m arketing strategy in accordance with the requirem ents of market competition,how to improve product and brand forces to provide high-quality and low-cost products,better and faster se rvice for the autom obile companies is a subject need to research by all the auto parts enterprises.In this thesis,firstly described the b ackground and significance of the selected topic,research methods and contents of this thesis;and desc ribed the corresponding theory of marketing strategy,described the corresponding theory of the m arketing strategy;the marketing theory is also the f oundation and the used t ools of this thesis research;Secondly,the article introdu ced the present situation of the m arketing of EK company and the existing m arketing problems,including simplex pricing strategy,did not pay m uch attention to local OEMs and lack of developm ent,did not pay much attention to after sales m arketing,and did not pay m uch attention to the development of new energy autom otive marketing;Afterwards,the article analy zed the marketing environment of EK com pany,including macro and micro marketing environment;The article did the SWOT anal ysis of EK company,and discussed the advantage on branding,technology,m anagement and quality,as well as the disadvantage on cost,m arketing response,simplex business principle and lack of cooperate relationship with local OEMs,and afterwards analyzed the outside opportunity and threatening;In the end,the article segm ented the m arketing of EK com pany under the guideline of STP marketing theory,found out the target market of EK company,and positioning the targe t marketing;Afterwards work out the m arketing strategy combination,including product strategy,pricing strategy,channel strategy and brand communication strategy;And proposed the supporting measures from aspects of team development,marketing policy establishing,ente rprise culture and staff training.