Research On Marketing Strategy Of Car Air Condition Of Denso Corporation Changchun Branch

With the progress of The Times and the continuous improvement of national living standards,the consumption structure of Chinese residents has been further upgraded,and cars have gradually become a popular means of transportation in daily life.According to statistics,the annual sales of automobiles in China in 2017 have exceeded 28.88 million,reaching a historical peak.However,the demand of consumers is increasingly diversified,the domestic auto parts industry has emerged a new development situation.For multinational enterprises like Denso,how to stand out in the increasingly fierce competition in the automobile market is the most serious and urgent problem facing enterprises.This paper takes Denso(Changchun)Company’s automobile air conditioning products as the research object,using the theoretical basis of marketing management,the marketing situation of Denso(Changchun)Company’s automobile air conditioning products is summarized.This paper summarizes the current situation of slow technology update,high price,single sales channel and low promotion.At the same time,from the market positioning,product strategy,price strategy,channel strategy and promotion strategy five aspects describe its marketing problems.Using the classic marketing analysis tools PEST,Porter’s Five Forces Model and SWOT analysis method,this paper makes a detailed analysis of the macro micro environment and the internal competitive factors of the enterprise.Combined with the internal competitive advantages and disadvantages,the external opportunities and threats,it finds the main reasons that restrict its development.Finally,the 4P marketing mix theory is used to segment the market,select the target market and position the market,and obtain the marketing mix strategy that is beneficial to further expand the market share of Denso(Changchun)automobile air conditioning products.At the same time,from the organizational structure,personnel,corporate culture and other aspects to further develop effective measures so that the enterprise’s marketing strategy is more feasible.Based on research of this paper,we strive to find solutions to improve product competitiveness and price advantage,further expand the market share of air conditioning business on the basis of ensuring the sales volume of the current project,and consolidate and strengthen the long-term win-win cooperation relationship with customers.At the same time,through promotion and channel countermeasures,improve the brand power of enterprises.In terms of product strategy,due to the low level of local research and development,the cost is relatively high and the response to customer demand is slow.Based on the above problems,Denso(Changchun)Company should pay more attention to the development of localization technology,and meanwhile,adopt the price strategy of combining cost pricing and differentiation pricing to improve the price competitiveness.In terms of marketing channels,it should take use of network media and big data,actively expand the model of network marketing and ensure the profit by expanding new business models and indirect sales channels.In terms of promotion channels,the company needs to strengthen public relations promotion,pay much attention to the establishment of brand image,and do a good job in the promotion of corporate products and increase the promotion channels of products.Through enhancing the communication with customer TE and SU department,develop more competitive sales discount promotion strategy,to ensure the achievement of the project continuously.