Research On Marketing Strategy Of Cluster Products Of Marelli Automotive Electronics Company

China’s automobile industry has now entered a stage of diversified rapid development.With the emergence of joint venture automobile manufacturers,domestic automobile manufacturers,and new energy automobile manufacturers,the major car-making forces are catching up with each other and are developing vigorously.The annual sales volume continued to decline in nearly three years.It can be seen that the Chinese auto market has entered the era of inventory competition,which means that the era of relying on production capacity to win the market has passed.Homogeneous products and services is no longer to meet market demand.The era in which production quality and product innovation,service quality and service innovation,and price cuts were originally favored by the market has come.In response to the current market environment,how auto parts companies seize the market has become a huge challenge and a severe test.This article studies the marketing strategy of Marelli Automotive Electronics Company’s cluster products,which has very important practical significance and theoretical guidance value for the development of the auto parts market.This article takes the cluster product marketing of Marelli Automotive Electronics Co.,Ltd.as the research object.From the macro perspectives of the vehicle market environment,auto parts market environment,and national policies,the company conducts field investigations through the company’s operating conditions and marketing methods,and investigates domestic and foreign companies in the same industry status,obtain the latest data and information as the basis for analysis,at the same time collect and consult marketing-related domestic and foreign literature,journals,books,papers and other materials,sort out the theoretical framework of marketing,and provide a scientific theoretical basis for this article.Based on the results of field research and theoretical analysis,in-depth analysis of the existing problems and cases of Marelli Automotive Electronics Co.,Ltd.,find out the causes of the problems,study the corresponding problem solutions,and summarize the marketing strategy that is conducive to the stable development of the company.The research results show that in the current diversified and rapid development market environment,under the national policy of energy conservation,emission reduction,and weight reduction,automobile manufacturers continue technological innovation to meet the requirements of energy conservation,emission reduction,and weight reduction.With the development of new energy vehicles,vehicle intelligence has also become the current development trend.In order to meet the needs of automobile manufacturers,domestic and foreign auto cluster companies are also robbing the market through continuous product technological innovation and price reduction.This has a great impact on the business from existing customers and new customers of Marelli Automotive Electronics(Guangzhou).In addition,Marelli has many drawbacks such as poor work flow flexibility under a complete system,high R&D costs,and many sales problems,which limit the company’s future development.