Study On Marketing Strategy Of OTL Automotive Products Company

After the reform and opening up of China,the automobile market consumption has been one of the high speed development industries.It has experienced rapid development and precipitation for nearly thirty years.Although it is still backward compared with foreign countries,it has also entered a relatively mature stage.In the primary stage,the consumption of the rear market in China's automobile market is made by government procurement and enterprises and institutions.In 2000,the economic ability of ordinary people in our country has been improved gradually and has a certain consumption basis after 2000,and the consumption of the rear market has changed greatly,from conspicuous consumption to concern,quality and intrinsic utility and function.The demand for superficiality has been reduced and more emphasis has been placed on substance and quality service.Under the new background,the automotive products market has a broad market potential,with a low entry threshold,a wide variety of products,opaque price of products and diversification of sales channels.OTL automotive supplies company is an old trading company in the field of automotive supplies circulation in Jiangxi.After more than 10 years of development,the company also faces new challenges in the new market economy and Internet era.How to adopt distinctive and applicable marketing strategy in the new business environment and market competition is a great test for the company itself.The company has made many explorations and gained some experience in the early stage,but there are still many deficiencies,which need to be adjusted,optimized and amended.Under this background,this article discusses how to optimize and puts forward some suggestions.In this paper,the research background,object,method and significance are discussed.With the guidance of PEST analysis,SWOT method and 4P theory,the automobile supplies industry in China is analyzed.The competition and development pattern are described and discussed.It is pointed out that the product line management of the OTL company is unscientific,the price is inaccurate,and the channel positioning is not allowed.Indeed,sales promotion is not in place,personnel service consciousness and ability are not strong.According to the actual situation of the case company,we further put forward the strategy suggestions and countermeasures,including the reconstruction of marketing organization,the optimization of customer management,the customized marketing and the construction of the customer service team,so as to realize the new breakthrough of OTL company and get a wider space for development.