Research On Marketing Strategy Of Auto Parts In The Automotive Aftermarket Of ADS

Since the reform and opening up,China's economy has been developing rapidly.Cars have entered ordinary families from the unattainable luxury.According to the statistics of the National Bureau of statistics,the number of civil vehicles in China is 232312300 until 2018,and China has become a big country in the automobile industry.The huge car ownership and the growth of China's consumption level have brought huge business opportunities to the automobile after-sales market.Consumers from buying new cars to scrapping cars,all kinds of services related to the use of cars are referred to as the post market.The automotive aftermarket has attracted numerous domestic and foreign investors and entrepreneurs.With the negative growth of China's automobile production and sales in 2019,the whole vehicle manufacturers also focus on the automotive aftermarket.Although the potential of automobile aftermarket is huge,compared with the supporting market of automobile OE,the relevant laws and regulations are not perfect,the industry is not standardized and other issues limit the development of automobile aftermarket.Therefore,how to formulate effective marketing strategies is very important.This paper takes the marketing strategy of auto parts in the aftermarket of ADS company as the research object,and uses the marketing theory to analyze the marketing strategy of ADS company.According to the existing marketing data,this paper analyzes the external environment,internal environment and existing problems of the company.By analyzing the existing problems of marketing strategy,find out the reasons,and then make effective marketing strategy.After years of hard work in the Japanese automotive aftermarket,ADS company has an unshakable position in the Japanese automotive aftermarket.China's automobile aftermarket has a huge scale,and the environment of China's automobile aftermarket is changing day by day.With the gradual improvement of national policies,laws and regulations,the automobile aftermarket is also developing in a healthy direction.In 2014,ADS company officially entered the Chinese automotive aftermarket,but the expansion of international famous brands,the progress of domestic auto parts manufacturers' technology,and the entry of cross industry competitors all intensified the automotive aftermarket competition.With the same marketing strategy as that of Japan,it is difficult for ADS company to enter China and carry out business.The Japanese automotive aftermarket environment is different from that of China.Based on the current situation and existing problems of ADS company's marketing strategy,it starts late in China's automobile aftermarket,and its promotion is inflexible with high pricing,few products and few models.As the group companies and related companies are mainly based on OE vehicle supporting,they do not pay much attention to China's automotive aftermarket,and it is difficult to implement product development.It is urgent for them to find alternative suppliers in product price and product development.The form of general agent is out of date in terms of sales channels.In such a competitive market,it is necessary to reduce the intermediate links and directly put the profits to the terminal in order to improve competitiveness.In view of the above problems,reformulate the marketing strategy and evaluate the implementation of ADS company's marketing strategy.Finally,the effective safeguard measures should be formulated for the implementation of the marketing strategy,so that the marketing strategy can be implemented.Based on the analysis and summary of the existing marketing strategies of ads company,this paper puts forward the suggestions and directions for ADS company to further expand the business development of domestic automotive aftermarket and establish a reasonable and efficient marketing strategy,so that ADS company can emerge from the fierce competition in the automotive aftermarket and the enterprise can develop healthily in the long run.It also provides the feasible reference value for auto parts enterprises to enter the auto aftermarket,and makes contribution to the healthy development of auto parts industry.