Research On The Problems And Strtegies Of B Company’s Partner Marketing Mode

In today’s automobile manufacturing industry competition is very fierce,product homogeneity is more and more serious market environment,how to quickly seize the consumer market has become a crucial factor for enterprise development.Among them,key customer resource is the most important channel to obtain customers,and establishing long-term and extensive cooperative relationship with key customers is the guarantee to obtain stable market.Facing the customers with stable relationship,the sales level can develop to a deeper partnership,which can tie the interests of customers and enterprises together to maximize the interests.In this context,the management of B automobile company has explored a suitable marketing way for its own development--partner marketing mode,which takes the sales of a certain amount of B company’s vehicles as the premise of cooperation,establishes partnership with key customers by equity investment and joint venture,and jointly carries out vehicle operation business.Taking company B as the case enterprise and the research object,this paper analyzes the problems existing in the partner marketing mode of company B by using the methods of literature research,theoretical carding,systematic analysis and inductive verification,combined with the relevant theoretical knowledge of partnership,marketing and investment management,so as to provide an important reference for the construction and management practice of partner relationship of company B And basis.In this paper,we first introduce the background of the topic,related theoretical literature,research content and methods,and then give a detailed overview of the development of company B,business model and the construction and current situation of partner marketing model,so as to find the problems existing in the partner marketing model of company B,mainly including the difficulties in partner development and cooperation project implementation A series of problems,such as information asymmetry among partners,joint venture companies selling other companies’ products on a large scale,and the operation volume can not keep up with the car pick-up volume,have resulted in company B’s market share being squeezed and customer resources being snatched.Therefore,to solve these problems has become the significance and direction of this paper.Through in-depth analysis of the causes of each problem combined with the actual situation,the corresponding solutions are found,including enriching partner selection channels,scientifically planning cooperation project review process,improving the trust and information sharing level among partners,appointing supervisors,strengthening market research,etc.Finally,this paper puts forward the guarantee measures for the optimization management of the partnership of B automobile company,including the fund guarantee,organization guarantee and human resource guarantee,and draws the following conclusion: the partner marketing mode can promote the automobile sales of B company,but because the project involves the capital investment in the early stage and the operation and management of the subsidiary in the later stage,it has a certain risk,and at the same time Also accompanied by some problems,if we can solve the corresponding problems,it can greatly enhance the B company’s business promotion and brand market share.Through the research on the partner marketing mode and existing problems of company B,this paper provides an important reference for the top management of company B in policy-making,and has a strong reference value for the formulation and improvement of marketing strategies of other automobile companies,which can reflect the theoretical and practical significance of this study.