Research On Domestic Marketing Strategy Of D Company Automotive Aftermarket Braking Line

China has continued to be the single market with the largest car sales in the world for many years.By the end of 2019,car parc will reach 260 million,and it is expected to surpass the United States as the world’s largest car market by 2020.After several stages of development,the automotive aftermarket has begun to break the traditional 4S shop maintenance model.The independent aftermarket in China started late compared to Europe and the United States.Although the development has been chaotic and has not formed a stable business order,it has been around 2015.The combination of many capitals and technologies has created a new business model.After many attempts to innovate the business model,investors began to return to rationality.At the same time,with the maturity of the post-market business ecosystem,powerful e-commerce giants have also begun to make great strides in the market,pushing the market to become more and more mature.The company D studied in this article is a long-established auto brand parts supplier,whose business covers the global market,including the OEM business unit and the aftermarket business unit.With the arrival of the inflection point of China’s new car sales market,the business of company D’s aftermarket business The contribution is increasing,and the proportion and importance are increasing.Company D has developed very well in the relatively mature European post-market,but it has been developing very slowly in China,and the continuous development of the market has put forward new requirements for the marketing strategy of parts suppliers: to overcome the company ’s existing problems,based on At the same time as the core business,further integrate service resources,accelerate the layout of service outlets,unify service standards,establish a comprehensive brand image of excellent products and service solutions,use digitizing and information technology to optimize operating systems,and accurately obtain customer information and service experience Data to guide business development and achieve continuous growth in performance.This article first introduces the company D and the brake product line,and points out the currentstatus and problems of company D’ s marketing strategy,such as low product coverage in China,relatively solid price strategy,overly traditional channel strategy,chaotic brand communication strategy,and lack of service strategy.Fast and flexible.Analyzed the reasons behind it,including the lack of advanced information management system for product development and unclear brand positioning.Next,the PEST analysis method was used to analyze the macroeconomic environment of China’s post-market politics,economy,society,and technology.The Porter’s five-force model was used to study the industry environment.The existing advantages,disadvantages,opportunities and threats are elaborated.Then,according to the existing problems in the current marketing situation of company D and the company’s actual situation,the corresponding marketing strategies are formulated,including product strategy,price strategy,channel strategy,promotion strategy and customer service strategy.Finally,a series of guarantee measures are put forward for the implementation effect of the formulated marketing plan.