Research On Optimization Of SE Auto Parts Company's Marketing Strategy

SE Auto Parts Company is a small and medium-sized auto parts manufacturer located in the third-tier cities of Eastern China.The company has been devoting itself to the design,research,development,production and sales of auto parts such as auto assembly instruments and sensors for more than 30 years.In this paper,case study method is used to find out the existing problems in the company’s marketing strategy,and then put forward a combination of practical marketing strategy optimization suggestions.This paper introduces the concepts related to marketing strategy.On the basis of reviewing and quoting relevant basic theories at home and abroad,it investigates the current situation of SE auto parts company’s operation.Through the analysis of the company’s external market environment and internal factors,it judges the company’s market environment and its own strengths and weaknesses,and then finds out its marketing strategy.There are some problems in market positioning strategy.product strategy,channel and promotion strategy.In terms of market positioning strategy,the company has such problems as insufficient market segmentation,unclear target market and inaccurate market positioning.In terms of product strategy,the company has such problems as lack of product core competitiveness,insufficient product differentiation,lack of brand advantages,narrow marketing channels and insufficient means of product promotion.。With the rapid development of China’s automotive manufacturing industry,the automotive parts industry is facing many opportunities and challenges.How to continuously improve and improve the business results by optimizing marketing strategies has become an urgent problem for SE automotive parts company.Based on management theory,this paper puts forward some optimization suggestions for the enterprise,such as optimizing market positioning strategy,product strategy,channel and promotion strategy.In terms of market positioning strategy,it is suggested that the company further subdivide the automotive instrument market,select the appropriate target market,and precisely position the product in light of the market environment and its own characteristics.In terms of product strategy,it is suggested that the company should create a distinctive product image,shape product differentiation,build brand,and improve product quality.In terms of channel and promotion strategy,it is suggested that the company should create a distinctive product image,create a brand and improve product quality.Pay attention to the new trends of marketing,expand marketing channels and enrich marketing means from the perspective of promoting marketing informatization and customer participation.