| The prosperity and development of China’s economy has driven the intelligent process of the automobile industry.Major enterprises have successively improved the intelligent competitiveness of products and strive to expand market share.China’s automobile intelligent driving industry has officially entered the fast lane driven by the integration of artificial intelligence,automobile electronics,Internet and transportation industries.The future market will be brighter and the scale will continue to expand.With the influx of a large amount of capital,many enterprises are seizing the commanding height of intelligent driving,trying to break technical barriers and product monopoly and accelerate the process of commercialization.The fierce competition in the industry poses a severe challenge to enterprise marketing.This dissertation takes Changchun Yu Sheng Automotive Electronics Co.,Ltd.as the research object to study the marketing problems of its automotive intelligent driving products.Changchun Yu Sheng Automotive Electronics Co.,Ltd.is a start-up company,with intelligent driving products as its main business,mainly including Intelligent Driving Domain Controller,360-degree Around View Monitor,Auto Parking Assist System and Millimeter Wave Radar and other products.The study found that Changchun Yusheng Automotive Electronics Co.,Ltd.still has many problems such as weak product R＆D ability,unclear pricing strategy,misunderstanding of the process of OEMs,and difficulty in promoting new technologies and new products due to the low visibility of the company.The dissertation uses PEST to analyze the macro environment.The continuous introduction of national policies pushes the development healthily.The market prospects of intelligent driving products are broad and worthy of marketing investment.The micro-environment is analyzed in detail using Porter’s Five Forces Theory,the industry chain is complex,and the marketing strategy needs to be further optimized.Through STP analysis,it is concluded that the target market is mainly the northern Self-Owned Brands,Joint Venture Brands and Luxury Brands.The main Self-Owned Brands are FAW Hongqi,FAW Bestune,Dongfeng,Changan,Great Wall and BAIC,etc.The Joint Venture Brands are mainly FAW-VW,TFTM,Dongfeng Honda and Dongfeng Nissan,etc.The Luxury Brands are Mercedes-Benz,BMW and Audi.Based on the theoretical basis of 4P,it analyzes from multiple perspectives,and proposes targeted marketing strategies.Product strategy: It is necessary to integrate resources,build a core product platform,and adopt multi-sensor fusion solutions to enhance core competitiveness.Price Strategy: adopt differentiated pricing strategy and transfer annual customer Long Term Agreement to Second-Level suppliers to improve product profitability;Place Strategy: understand Customer process,get through new supplier access and new project designation process;Promotion Strategy: improve corporate image and expand corporate influence through publicity and fulfillment of corporate social responsibility,and participate in product exhibitions and technical forums to promote new products and new technologies.For the implementation of safeguard actions,enterprises should focus on human training and human keeping,book enough budget marketing funds,increase investment in new technology research and development to improve product competitiveness,optimize internal organizational chart and improve internal system processes to ensure the effect of the implementation of the marketing strategy. |
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