A Study Of DM Company Cooling System Marketing Strategy

The competition in China's auto market has been heating up.Thus has accelerated the survival of the fittest of enterprises.DM company,as a sino-german auto parts joint venture,has been working in the Chinese auto parts market for 14 years.In order to maintain the sustainable development of the enterprise,DM company shareholders have proposed the operation target of increasing sales by 50% in 2022 on the basis of 2017.This article will take the topic of sales growth as the research objective,analyze the current internal and external situation,and evaluate the marketing strategy of DM company from the perspective of marketing,so as to explore the way to success for the realization of DM Company's 5-year sales target.To be more specific,this article will take the DM heavy-duty truck cooling systems product line business for the breakthrough point of this article research?Firstly,the external environment of DM Company will be analyzed.External environment analysis mainly includes the industry development trend analysis,technology development trend analysis,customer demand analysis and competitor analysis.Secondly,the internal environment of DM Company will be analyzed.Internal environment analysis will base on the current situation of product lines,product price,supplier chain,product communication strategy and internal resources and so on.And at the same time,SWOT analysis be made according to external opportunities and risks faced by DM company,Together with the internal advantages and disadvantages.By combination of the external and internal environment of DM company,To provide differentiated products and services to the target customers,And to avoid homogeneity competition,revealing the unique value DM company provide,put forward the STP + 4 c marketing mix strategy.After selected the segment market and target market positioning,Determine to meet customer demand as the guide,promote the optimized allocation of internal resources.Adopt the cost leading strategy;implement a different form of cost reduction way to fully optimize internal costs,providing customer products with a competitiveness market price.Meanwhile,Efforts need to make to improve product additional value,providing convenience for customers.Keeping a good two-way communication with customers,to ensure the voices and needs of customers can be quickly response.In order to guarantee the STP + 4 c marketing mix strategy successfully,By using PDCA working principle,Do the planning,implementation,check and improvement for the marketing goals.