The Research On Marketing Strategy Of BD Leather (China) Co.,Ltd.

Economic globalization and market integration have become the general trend of world economic development.For example,in the investment,design,and R&D of the front end of the production process,the mid-end procurement,production links,and back-end sales and after-sales links will face the global market.Major global automakers adopt global production and procurement strategies to cope with the increasingly fierce market competition.The resulting change is that the auto parts manufacturing industry is independent from the whole vehicle manufacturing,forming a new upstream industry facing the market.This kind of industrial divestiture has improved the degree of specialization of manufacturing industry,and auto parts companies are deeply involved in the whole process of vehicle development and production as stakeholders.Suppliers need to evaluate and select among a variety of different marketing strategies,and combine their own characteristics to plan and implement to meet the new challenges brought about by external environmental changes.This paper takes BD Leather(China)Co.,Ltd.as the research object,based on the facts of the company,adopts a variety of research methods,analyzes the current situation of the company's marketing,and analyzes the market trends and marketing with the times.The exploration of the method,comprehensive multi-faceted factors for BD Leather(China)Co.,Ltd.tailored a practical,high-quality marketing system.In this paper,according to the questions raised,the analysis of the problem,the solution to the problem is divided into five parts.The first part introduces the background and significance of the research,and introduces the research content and methods.The second part introduces the relevant concepts and theoretical tools of this research.The third part analyzes the external environment of the company,analyzes the external macro environment using PEST theory,and analyzes the external marketing environment.The fourth part analyzes the internal environment of BD Leather(China)Co.,Ltd.from the aspects of resources and capabilities,then analyzes the current marketing status of the company and finds out the problems through the company's current marketing strategy.The fifth part,firstly through SWOT analysis,analyzes the company's internal strengths and weaknesses,as well as external opportunities and threats,and determines that the company should adopt an expansionary marketing strategy.Next,according to the STP theory,a new marketing mix strategy was developed,and the four dimensions from product positioning to pricing,channel and promotion were re-planned.Finally,the security measures of the marketing strategy were put forward to ensure the smooth implementation of the established marketing strategy.Through the comprehensive research on BD Leather(China)Co.,Ltd.system,and put forward a practical marketing strategy,it has certain reference significance for other enterprises in the automotive leather interior parts industry.