Study On Marketing Strategy Of Aluminum Wheel Company Under The New Economy Pattern

With the rapid development of global science and technology and the diversification of market demands,market competition will be more intense than ever before.How to develop a high-tech,high-quality,high-value-added product under the new situation and to adopt appropriate marketing strategies to occupy the market is a challenge that every business manager faces.This paper chooses WFAW to be the research object,through the analysis of the relationship between the future demands in the automotive market customers,domestic and foreign aluminum industry similar products and WFAW products,it develops a business strategy conducive to business development,rapid promotion of the competitiveness of enterprises.This paper emphatically expound the research background of the marketing strategy of the aluminum wheel industry and the various theories needed in the research process,which lays the foundation for the follow-up research.In the third chapter,this article has carried on the exhaustive analysis to WFAW’s current marketing strategy,pointed out some existing problems,such as stagnant market planning and development,lack of cutting-edge technology development ability,management system and management team need to be promoted,etc.Through the use of SWOT analysis,PEST analysis,and Porter five forces model analysis,the paper analyzes the development trend of the automotive industry,the development prospects of the aluminum industry and WFAW’s own strengths and weaknesses.This paper points out that China’s auto market will still be in a steady stage of development,and the future still has broad prospects.The output of aluminum wheels will steadily increase.The market outlook of the aluminum wheel industry where WFAW is located is still promising.This article also points out the differences between WFAW in the target market,market positioning,product strategy,pricing strategy,product service and product image,which laid the foundation for the follow-up marketing strategy formulation.Based on the previous analysis,this paper proposes a differentiated marketing strategy for WFAW: a brand differentiation strategy based on mid-to high-end automotive OEMs,and a service differentiation strategy based on listed companies and global factories.With technological innovation,cost leadership product differentiation strategy.This article points out that "Become the world’s best auto parts supplier !" will be the strategic goal of WFAW in the future.WFAW should ensure that it can achieve technological advancement,management excellence,leading the scale,and sustainable development through the four strategic measures of technology,management,people and capital,and lead the marketing strategy.This article analyzes the marketing strategy of WFAW.On the one hand,it points out the shortcomings of its current marketing strategy and provides reasonable suggestions for its future marketing strategy adjustments;on the other hand,it also provides some reference for the formulation of the marketing strategy of the entire aluminum wheel industry.