The Optimization Of Automotive Foam Parts Marketing Strategy Of FW Company

In 2018,vehicle sales,which have been increasing for nearly 20 years,dropped sharply,which directly brought about the decline of the whole auto parts industry chain,especially the sales of traditional parts enterprises directly supporting the whole vehicle factory.Faced with such a situation,small and medium-sized private enterprises,which occupy a large proportion of the auto parts industry chain,should analyze the existing problems of the company,adjust marketing strategies in time,open up more markets to obtain more profit returns,and deal with the impact of the economic downturn smoothly.Founded in 1996,Shanghai FW Co.,Ltd.is a professional non-metallic material processing enterprise,mainly engaged in research,development,processing and production of various foamed cotton,tape and composite products.Although the company relies on excellent technology,high-quality products and good faith management in the foam cotton processing industry,it has a certain industry status and reputation,but due to the increasingly low profits of the processing industry,the lack of new profit growth points,backward management level,the market share of competitors is growing,and the drawbacks are increasingly exposed.Especially in 2018,sales have been greatly affected by the whole industry,so in response to market pressures,the company urgently needs to optimize product marketing strategies to adapt to the current market changes.Based on the 4R theoretical framework and competition theory,this paper makes an analysis and study of the company's marketing situation.By consulting relevant literature,we can thoroughly and comprehensively understand the relevant theories of marketing and the latest developments in the automotive industry,including: competitive environment,policy environment,development status,etc.Through interviews with management and field visits to affiliated enterprises in the industry,we have a multi-dimensional understanding and understanding of FW's development process,current operating conditions,competitive environment and marketing problems.Through the analysis and summary of FW company's financial data,sales data and customer related data in recent years,the company's operating situation is analyzed.According to the guidance of competition theory and 4R marketing theory,the marketing strategy of FW company is optimized,and the implementation and safeguard measures are formulated.