Research On Marketing Strategy Of Auto Parts Company H

With the development of the China's economy in recent years,the automobile industry has become the mainstay industry of China domestic economy,which also led a rapid development of the auto parts industry.However,in the year of 2018,the auto market faced the first decrease since 1990,due to a series of economic and political factors,such as the purchase tax of small displacement vehicles the abolition of preferential policies,the trade war between China and USA,and the upgrade of emission requirements.The competition in the automotive industry has intensified,and many China domestic auto companies have gradually weed out from the market.Auto parts companies are struggling to survive in the same circumstance.Critically analysis about the performance and existing problem of company H is studied in the thesis and recommendations for the company's future development marketing strategy and specific performance steps are provided.First of all,based on the introduction of the related background and research of the thesis,Chapter 2 introduces the theoretical basis of the thesis,summarizes the current achievements home and abroad,and then uses the theory of Chapter 2 to analyze the current marketing status of Company H and sales problems in Chapter 3 was found that market positioning is not clear,demands and product matches badly,pricing determination is inflexible,sales place is single and promotions are limited.Further analysis of above issues,it was found that Company H had failed to re-market segmentation,target market selection and positioning,few products that meet the requirements of joint venture customers,weak product innovation capabilities,solidified pricing strategies of cost-oriented method,only direct sales place and promotion methods are more traditional,all of which were the reasons caused the above marketing problems.Secondly,based on the current challenging market environment and the risky situation of Chinese automotive and parts manufacturing industry,Chapter 4 analyzed the macro marketing environment and the industry competition environment of Company H,and then using SWOT analysis to find out WO strategic the company should adopt,make use of its internal and external opportunities,overcome the disadvantages,and make strategic adjustments and marketing decisions in a timely manner.Thirdly,based on the WO marketing strategy which analyzed in Chapter 4 and the marketing problems of Company H in Chapter 3,the solutions in Chapter 5 are given that using the STP marketing theory to analysis,the company's major target market is the OEMs of China domestic auto brands,German,American and Korean vehicle manufactures with a large market share as well as producing compact cars,compact SUVs,medium-sized cars,small cars,small SUVs,and medium-sized SUVs in China.According to the previous analysis,the existing marketing strategy is improved from the four aspects of product,price,place and promotion.It mainly includes providing overall solutions and services before,during,and after the sale of products,and using a variety of different pricing combination strategies.Implementing separate sales of OEMs,direct sales supplemented by indirect sales,the company's brand image spreading in the minds of customers through salesman,advertising,public relations and other methods.Finally,based on marketing problems in Chapter 3,put forward targeted safeguard measures for the implementation of marketing mix strategies,which mainly include a series of safeguard measures such as recruiting talents,improvement of research and development capabilities,cost control,and information system establishment.Company H is expecting to improve the competitive advantage of,expand the existing customer,change the customer structure,and improve the company's marketing management level by re-selecting the target market and improving the solidified marketing strategy.So that the company can reverse the decline as soon as possible.Achieve sustainable and stable development of the company.There are 14 charts,10 tables,and 61 reference articles in this thesis.