Marketing Strategy Research For Company B’s Intelligent Steering Gear

Since 2021,under the circumstances of economic downturn and epidemic,the commercial vehicle industry was facing difficulties caused by market decline,cost rise,supply chain shortage,and so on.All enterprises have to reduce costs and increase efficiency,and start strategic transformation and upgrading.With the gradual acceleration of the "new four modernizations" sweeping across the automotive industry,the pace of commercial vehicle intellectualization is also accelerating.The intelligent commercial vehicle products with intelligent driving technology are launched continuously,which puts forward more and more requirements to the component suppliers as well.As the core component of intelligent driving technology,the steering gear is also in full swing of intelligent upgrading.The Company B is a world-famous auto parts company and a well-known steering gear system supplier in the industry.Faced with the baptism of the wave of intellectualization,how to formulate marketing strategies in the field of intelligent steering gear and how to maintain its competitive advantage and market position in this transformation are the issues,about which the management of the Company B has been always thinking.This article takes this as the starting point and study the company’s marketing strategy.This article establishes a research framework based on the 4Ps theory to study the marketing strategy of B Company’s intelligent steering gear.It follows the research path of discovering problems,analyzing causes,and solving problems,with starting from four aspects:product,place,price,and promotion.Through interviews,it identifies and proposes the problems in the marketing work of B company’s intelligent steering gear,traces the root cause,and analyzes the causes deeply.After identifying the reasons,this article combines the value co-creation theory to propose targeted solutions,including strengthening product diversification and modular design from the perspective of product strategy,guiding customer demand re-engineering and collaborative development,optimizing the product development process,adopting flexible product pricing and scientific service pricing from the perspective of pricing strategy,and strengthening channel expansion and construction from both internal and external dimensions of the group from the perspective of place strategy,and strengthening personnel promotion efforts,developing online promotions,expanding public relations promotions as well as experiential promotions from the perspective of promotional strategies.In order to ensure the implementation of marketing strategies,this article proposes improvement measures from three aspects:company strategy and culture,resource allocation,salary,and performance evaluation.This paper attempts to apply the value co-creation theory to the automotive parts industry and explores a feasible value marketing idea.In the past,the practical research of value co-creation was more focus on solving the marketing dilemma at the TO C end,and less at the TO B end.It is expected that the research in this paper will also provide reference for the value co-creation of products between automotive parts enterprises and their customers.