Research On The Optimization Of Marketing Strategy Of KY Company In China

The quality of marketing strategies is critical for a company to maintain long-term and sustainable development.When the overall market develops rapidly,most companies achieve good development,but when the market declines,it is the moment to put marketing strategy to the test.The Chinese auto market has been falling down for consecutive years.Foreign auto parts companies are facing sales decline and intense competition from local counterparts.It is becoming increasingly urgent to adjust and optimize their marketing strategies in China.How to understand the surrounding environment,analyze its own advantages and disadvantages correctly,and maintain stable development has become a top concern for KY Company.Following the procedure of Q&A,the paper carries out quantitative analysis and qualitative analysis to the difficulty that foreign-funded enterprises are confronting at Chinese auto parts market,and taking KY Company as the research object to analyze why it is necessary for optimization,and then answer the question by proposing countermeasures through 4Ps theory.The dissertation makes firstly a deep analysis on macro and micro marketing environment of KY Company via the tools of STP and PETS analysis models and Porter’s five-force model,then it further analyzes the internal strengths & weaknesses as well as external opportunities & threats through SWOT.Then it suggests KY Company to adopt WO strategy,which is to improve weakness and seize opportunity.Specific optimization proposals and countermeasures are offered correspondingly from four aspects,that is product,price,channel and promotion.The findings comes out by combing theories with practice,it has certain significance for the marketing strategies of foreign-funded companies facing the same situation in China.