A Research On Positioning Strategy Of Multinational Auto Parts Enterprises In China

This paper based on the perspective of industry,combined with the domestic industrial environment of auto parts enterprises,the auto parts industry chain and auto parts enterprises SCP analysis,perform STP analysis in the case study of company A.Meanwhile,study of A competitor's market positioning strategy,raise company A's optimization strategy of market positioning through reposition research.Firstly,analyse the domestic industrial environment,industrial chain and industrial concentration ratio of auto parts industry by using PEST model,industrial chain theory and SCP analysis framework.Study found that auto parts industry is relatively mature definition and standard of manufacturing industry,have detailed industry definition and national standards,the domestic auto industry has developed rapidly,and automobile parts enterprises lack of bargaining power in upstream and downstream,under the pressure of upstream uncontrolled raw materials price and downstream cost reduction,the parts industry is facing great challenges,and some traditional positioning models of auto parts enterprises should be optimized accordingly.Secondly,using the STP analysis,this paper has studied A of enterprise position strategy,competitors' development strategy study,found that companies have A strong product development and production capacity,but the original market segment in the shrinking,under the current and future environmental risks,the market share is declining.The differentiation strategy chosen by the competitors according to their own advantages has successfully occupied the domestic market and made enormous progress.A company should adjust its positioning strategy.Finally,combining with the repositioning research of A company,the author believes that as representative of multinational auto parts enterprises,the companies which similar as A company needs to optimize the marketing positioning,under the situation of domestic brand car sales stably take the market share of 40%,the companies shall take more attention to the domestic passenger car sales performance,and also bring the domestic brand market into its segment market,on the choice of target market should attach importance to the main consumer groups and potential consumer groups for medium top grade car.Deeply understand the current demand for products of major consumers and potential consumers.Expressed in fashion on the basis of technology maturity,developing product well-directed based on the preference of the new generation of consumers.