R Company Marketing Strategy Optimization Study In Automotive Components Industry

With the development of the national economy and the progress of science and technology,China’s automobile industry has developed rapidly,and the sales volume of automobiles has increased sharply.Competition among auto parts companies is also intensifying.In the fierce market competition,how to obtain more customers’ favor through the adjustment of marketing strategies and expand the market share of enterprises has become the focus of enterprise operation.German-funded R Company came to China in 2006 and has been operating for many years,facing many challenges such as "New Four Modernizations","Carbon Neutrality","Digitalization" and the impact of the new crown epidemic,as a traditional German-funded enterprise,although it has obvious advantages in technology,it is no longer enough to rely on technology and quality advantages alone to stand firm in the market,and its market share is shrinking sharply,because its marketing strategy is more traditional and limited.Based on the development of marketing theory,4V marketing theory and its current research status in China and abroad,this paper selects 4V marketing theory as the theoretical basis.It analyzes R company ’ s marketing status,problems and reasons,and finally puts forward optimization strategies and guarantee schemes.Firstly,clarify the external marketing environment of R company by using tools of PEST and Porter’s five forces;Secondly,get preliminary understanding of the current situation,problem and causes through interviews;Thirdly,carry out questionnaire based on the 4V theory,analyze and figure out R company’s marketing strategy problems are insufficient function development and design,lack of service and value-added value,and inability to fully resonate with customers and partners,and summarize the reasons from the aspects of industry and policy changes,differences of matching degree between marketing concepts and consumer needs,and lack of systematic marketing strategies.Finally,optimization strategy as well as guarantee scheme are proposed based on the 4V marketing theory,which include increasing difference of marketing products and services,strengthening the diversification of functional development and design,increasing the added value of technical services,implementing strategic cooperation and demand resonance with customer.Safeguard measures to it are put forwarded from the aspects of organizational structure,human resources system,R&D investment,and cultural construction.Through the above research,this paper believes that based on the 4V theory and also respect to macro-market environment and exact enterprises’ situation,it helps enterprises to optimize marketing strategies so as to achieve the goal of improving customer loyalty and expanding market scale from the four aspect of differentiation,functionalization,added value and resonance.This study has helped R companies achieve customer loyalty improvement and could be taken as a marketing optimization reference in automotive industry.