Research On The Marketing Strategy Of M Company In Automobile Connector Market

After rapid growth of domestic car consumption in the past 10 years,car sales in 2015 reached 24.50 million,among which passenger cars had exceeded 20 million for the first time by arriving at 21.40 million.China has been the world's largest automobile consumption market for 7 consecutive years,and the growing rate of automobile consumption has stepped into a steady stage.Automobile connector is an important component of the car.In 2015,scale of Chinese auto connector market reached 20 billion,which accounted for about 30% of the global market.With continuous development of new energy vehicles and automotive entertainment,the annual growth rate is still expected to reach about 10%.The size of market size is very large.Connector manufacturers are constantly expanding Chinese market.As a comprehensive electronic part manufacturer,connector products of M company entered Chinese auto connector market in 2008.According to characteristics of their products,M company has been focusing on the field of internal automotive information transmission,signal transmission and entertainment system.In 2015 Chinese market,M's sales reached around 500 million,accounting for about 2.5% of the market.In recent years,being attracted by the huge size of market and high profit,more foreign brands and local brands participate in the competition.In order to maintain sustainable growth and get more market share in such a huge and competitive market,M company needs to study and improve marketing strategy.The dissertation primarily studies automobile connector of M company based upon marketing theory,analyzes the business background and marketing environment of the connecter.The paper illustrates the marketing strategy of M from four perspectives of 4P,including strategy of product,price,channel and promotion.Questionnaire is also used,for the price of product,the type of product,the popularity of brand,the performance of product,technology support service,the channel of supply and the lifecycle of supply.Marketing research is also used for customers' needs and M's own shortcomings.Accordingly,the thesis will put forward specific optimization proposal for M's marketing strategy.