Research On Optimizing The Marketing Strategy Of W Company’s Transmission

In recent years,China’s auto industry has developed rapidly,and the demand for technology and market is also growing.Transmission is the main power component of vehicles,and its future development direction is closely related to the development trend of the automotive industry.W company was initially engaged in the production of commercial vehicle transmissions,and gradually expanded its product coverage to passenger vehicle transmissions,new energy transmission and drive systems.In recent years,the automobile production and terminal sales have been greatly affected by the tight supply of automobile chips and the rising price of raw materials,and the market competition has significantly increased.The transmission penetration rate of W Company has been slowly increasing and the sales revenue has also declined.This paper takes the marketing strategy of W Company as the research object.First of all,analyze the revenue and marketing situation of W Company,and find the problems and challenges of W company from the inside by interviewing the management of W Company.Secondly,this paper makes a profound analysis of the environment from four macro levels of politics,economy,nature and technology,and three micro levels of suppliers,competitors and customers.On this basis,this paper studies and improves the transmission products of W Company from the strategic point of view.According to the 4Ps theory,the author puts forward optimized suggestions from four aspects of product,pricing,channel and promotion,and puts forward countermeasures to ensure the smooth implementation of marketing strategies from the aspects of marketing system,human resources and finance.The research results of this study will help W company identify transmission marketing status and existing problems,and help the company to accelerate the development and occupy the market of new energy transmission system through marketing strategy optimization,improve the market share of automatic transmission,strengthen customer relationship management,and enhance brand value and core competitiveness.At the same time,it also provides new ideas for the development of similar enterprises and helps promote the development of the whole transmission industry.