Research On The Marketing Strategy Of ZH Company's Auto Parts In Southwest Chin

The automobile industry plays an important role in our country’s economy.It is not only the pillar industry of the country,but also closely related to other industries,which is of great significance to the development of social economy.Auto parts are an important part of the auto industry,and their healthy and sustainable development has strongly supported the development of the national economy,and is also an important guarantee for the realization of the national "Double Carbon Plan".Under the dual pressure of the epidemic and the rise of the new energy vehicle industry,traditional internal combustion engine manufacturers are facing greater challenges.In this case,using marketing strategies to broaden the enterprise market,improve product quality and service,and enhance enterprise competitiveness is one of the methods to solve enterprise difficulties.This article takes ZH company as the research object,analyzes the actual sales situation of ZH company’s auto parts in the southwest region,combines the theoretical knowledge of modern marketing,and discusses the marketing environment that the company is facing from four aspects: politics,economy,society and technology.Based on the current national support policy,the actual situation of the enterprise and the actual demand of the market for auto parts,this paper formulates a practical and effective marketing strategy to achieve ZH’s largest share in the Southwest auto parts market.The marketing strategy mainly focuses on product quality,price positioning,sales channels,brand promotion and related enterprise guarantees.In terms of products,deeply understand customer needs,highlight product quality advantages,increase investment in science and technology,accelerate independent research and development of new products and simultaneous research and development of customers,expand core components of commercial vehicle engines and develop new energy product categories,and realize fuel and new energy industries.In terms of prices,according to different products,different market demands and different competitive companies,adopt flexible pricing strategies and implement differentiated product pricing;in terms of channels,dig deep into existing customer orders and increase sales The expansion of potential customers enriches the company’s customer base and product lines,and expands the company’s sales scale;in terms of sales promotion,it not only participates in offline industry exchange meetings,industry summits and industry exhibitions,but also promotes online through self-media platforms to increase sales volume.Brand building to enhance the influence of the brand in the industry.Finally,ZH Company ensures the long-term development of auto parts in Southwest China through R&D technology guarantee,financial fund guarantee,human resource guarantee and intelligent production guarantee.