Research On H Company's Domestic Market Promotion Strategy Of Its In-vehicle Infotainment System

H is a leading provider of in-vehicle infotainment systems,providing high-end in-vehicle infotainment systems to a wide range of car manufacturers.With the upgrading of domestic automobiles,consumers hope that the invehicle infotainment system has more powerful functions.The scale of the invehicle infotainment system in the domestic market continues to grow,bringing unprecedented opportunities for development for H.In addition,the intensification of competition at home and abroad has led to a sharp drop in the profit margin of in-vehicle infotainment systems.In order to consider longterm development,H companies must also pay more attention to the domestic market.This paper explores the expansion strategy of the domestic business of H company's in-vehicle infotainment system,which has practical significance.Firstly,this paper uses the PEST model to analyze the macro environment in which H company is located,introduces the industry environment of invehicle infotainment system,and analyzes the competitive environment of invehicle infotainment system using Porter's five-force model.In-depth analysis of the market demand for in-vehicle infotainment systems from the perspective of terminal consumers and automakers,and detailed discussion of end-users' requirements for in-vehicle display,advanced functions,interactive methods,remote updates and other extensions,in-depth analysis Automotive manufacturers are concerned with supplier selection,hardware equipment design,operating systems and production cycles.Secondly,this paper introduces the basic situation of H company in detail,and describes the products and services provided by each business unit based on the business structure of H company,and details the strategic positioning of H company,the market segmentation of vehicle infotainment system and H.The company's research and development capabilities.It analyzes in detail the competitive advantages of H Company in the field of in-vehicle infotainment systems and the existing problems.Then,the characteristics of foreign brand customers and domestic customers were analyzed.Combining the characteristics and strength of H company,the basic strategies for H company to expand its business in the domestic market are given from STP,automobile manufacturer and consumer,respectively,and the specific implementation steps and possible problems and risks are explained.The safeguards required for the implementation of each strategy have also been elaborated.Finally,the summary of the full text and the inadequacies of this research are given,and the effect of the expansion strategy is prospected.