Study On Marketing Strategy Of JH Company In Internet + Era

Since the 21 st century,the huge car parc in the domestic automotive market and the growth of the consumption level of Chinese residents have brought huge business opportunities to the automotive aftermarket.However,in the past two years,China’s automotive market is changing from an incremental market to a stock market,and the automotive aftermarket has become a fiercely competitive battlefield;In recent years,with the development of Internet technology,the integration of "Internet+" and traditional industries has become a new trend.The development of "Internet+" has become a new opportunity and a new challenge for the development of enterprises.SMEs in the automotive aftermarket are facing severe challenges.How to adapt to the trend of "Internet+" and develop sustainably has become an important issue that SMEs must face at present.In the process of marketing management,the key for SMEs is whether they can formulate marketing strategies that are suitable for enterprises and can be operated on the ground.At the same time,enterprises also need to constantly optimize their marketing strategies in the fierce and complex environment.In this paper,the domestic and foreign research literature on the marketing of SMEs in the automotive aftermarket is reviewed.Combined with the case of JH Company,the current marketing strategy of JH Company is deeply studied by means of literature research,case study and questionnaire survey.There are the following problems in marketing strategy: few main products,slow product update,insufficient differentiation,unscientific product management and high inventory pressure;The pricing strategy is relatively simple and inflexible.The channel structure is unreasonable,the performance of traditional channels is weak,and the construction of Internet channels is conservative;Traditional promotion strategy,not keeping up with the development of the times,lacks systematic planning.The macro-environment,industry environment and micro-environment of JH Company are analyzed.Then,based on 4Ps Marketing Theory,combined with the marketing status and problems of JH Company,as well as the internal and external environment of JH Company,the following optimization schemes are put forward from product,price,channel and promotion respectively: Pay attention to R&D,develop new products and optimize product structure;Combine penetration pricing,product portfolio pricing,discount pricing and other pricing strategies;Strengthen the customer management of offline core channels and develop Internet channels in depth;Pay special attention to the use of Internet and self-media tools in personnel promotion,advertising promotion and online promotion.Finally,this paper emphasizes that each marketing strategy is a dynamic combination and should play an overall synergistic role,then,puts forward that attention should be paid to the construction of an operating ecosystem in the concrete implementation process of enterprises.What’s more,the purpose of this paper is to provide some help to JH Company,and also to provide reference for the formulation of marketing strategies of other similar small and medium-sized enterprises.