Research On Marketing Strategy Of Auto Parts Products For Guangming Company

The auto parts industry is an important part of the auto industry chain.According to Trading Economics statistics,the sales of new cars in the United States reached their peak in 2016,and then gradually declined.It can be seen that the demand for new cars has peaked.However,with the increase in car ownership and the aging of cars,the scale of the auto parts industry dominated by the United States continues to expand,the market demand for spare parts is strong,and the scale of the auto parts market in emerging markets is also growing rapidly.At the same time,due to its advantages in the supply chain,Made in China has become the world’s largest auto parts production and supply market.Faced with the growth of overseas demand,my country’s auto parts export industry is booming,and cross-border e-commerce companies have huge opportunities,but also face greater challenges.In the era of big data,the traditional marketing model is difficult to adapt to the requirements of the times,so companies need to find opportunities to adjust their marketing strategies.Taking export-oriented small and medium-sized enterprises as the research object can not only enrich the existing research results,but also provide an important reference for the auto parts export market,which is conducive to the development of the industry.This article takes Guangming Company as the research object.Firstly,it collects market data by consulting literature and related materials,and organizes the materials and data.Secondly,conduct interviews and questionnaire surveys with the internal personnel of the enterprise to truly feel the problems faced by the enterprise and the appeals of front-line marketing personnel,and understand the problems exposed in their marketing work.Summarize,analyze and refine all the materials,put forward the problems the company is currently facing,explore the reasons behind them through a large number of literature searches,and finally derive a marketing plan.The marketing plan includes the analysis of the advantages,disadvantages,opportunities and challenges of Bright Company,combined with the macro-environment and micro-environment of Bright Company,combined with the analysis of STP strategy,re-carried out market segmentation,target market selection and Market positioning,combined with the current marketing trends,formulate a set of practical and suitable marketing strategies for Guangming Company.Through analysis and research,combined with classic marketing theories,the background operation data was called out,and the optimal marketing strategy of Guangming Company was put forward with the main line of locating and solving problems.This study deeply analyzes marketing strategy optimization measures from the perspective of small and medium-sized enterprises,and proposes a package of solutions in terms of product strategy,pricing strategy,procurement channel diversification strategy,customer acquisition channel diversification strategy,refined operation strategy,and strategy for increasing repurchase rate.Strong practicality.This also provides some valuable reference for small and medium-sized enterprises to go overseas.