| China's automobile production and sales fell for the first time in 2018.The auto parts industry suddenly faced a rapidly changing market environment?So the market competition pressure was unprecedented.To survive and develop in the market competition,Enterprises must work hard and pay more attention to marketing work at the same time.Effective marketing strategies which adapt to the internal and external development environment of are crucial to the promotion of the company.KD Company is a representative enterprise of China's auto parts industry.With the accumulation of initial technology and market,it developed into the world's largest automotive wheel enterprise in 2008.After more than a decade of rapid development,from the 2018 onwards to face unprecedented market downside pressure challenges,the company needs to reorganize and integrate internal and external resources,analyze internal and external environmental pressure challenges,to meet the development requirements under the new economic situation through the adjustment and optimization of marketing strategies.This article takes the most important aluminum wheel business for the domestic market in KD as the study object,uses the internal statistical data of the company and the industry,under the guidance of STP and 4Ps related theories.According to the analysis of the company profile,organizational structure,marketing competition and marketing strategy portfolio,combined with the actual experience of the author in marketing positions,sum up the existing problems of marketing strategies,and then propose optimized design solutions.The proposal includes the optimization of organizational structure and marketing personnel,the optimization of market segmentation and management optimization,the optimization of marketing strategy portfolio and the optimization of marketing incentives.Also,the implementation guarantee of relevant strategy optimization are clearly put forward. |
PDF Full Text Request