Marketing Strategy Analysis Of The Intelligent Electronic Products Based CAN Bus Manufactured By Winlong Company

The Automotive Industry of our country will keep a high speed development in the future. Along with the rapid development of modern electronic technology and the persistent improvement of the automotive manufacturing level, the automotive electronic industry, which comprises modern automotive technology, electronic technology and information technology, also enters a rapid development stage. Meanwhile the oversea automotive electronic market has matured and been competing very intensely, which promoted our country's automotive industry development. It is no doubt that introducing electronic to automotive is a important revolution of automotive technology development. Now the extent of using electronic in automotive has been regarded as the important measure of a country's automotive industry level.Jilin Winlong Science and Technology Development Co.,Ltd is engaged in researching and manufacturing automotive electronic products. The product, intelligent automotive body control system based CAN bus, has passed the pilot-testing on car. And now the company is facing how to choose the marketing strategy.The paper discuss that Winlong company, an automotive electronic company, in today market situation, should how to establish proper and effective marketing strategy so as to deal with the impact of entering WTO and the drastic competition in China, and accelerate its development, as a result of which the company can become a skeleton member of Jilin Province automotive electronic industry and play a important role in competing with other rivals.Fist of all, the paper analyses the status and characteristic of domestic and oversea automotive electronic market (CAN product), and the life-span of CAN bus product. Then the followed market problems are brought out:1.oversea automotive electronic suppliers have been entering our country's automotive electronic industry.2.Automotive supplier system is relatively close, and hard to get in.3.The impact of joining WTOOur country automotive electronic industry lags behind oversea companies for 10 to 15 years. In order to catch up with them , through PEST analysis, some aspects should be pay attention to:1.politics essential is the guarantee of automotive electronic well development2.economy essential is the base of automotive electronic industry rise3.technology essential is the precondition of automotive electronic industry prosperity4.ial essential is the key of creating automotive electronic consumption market.A industry is affected by both the global environment and the special industry environment. The industry environment of CAN products can be analysed by dint of Michael E. Porter's Five Firce Competition Model: Existing competitive rivalry between suppliers, threat of new market entrants, Bargaining power of buyers, Power of suppliers, threat of substitute products. According to the analysis, we know that though the competition is very intensive, large threat of new market entrants, suppliers and buyers, the prospect is very tempting, Winlong company will not sit to see the chance escaping from it. Only the one who know himself and rivals can win in the intensive competition by establishing a set of suitable market strategy. So by SWOT analysis method, we analyse the Strengths,Weaknesses,Opportunities and Threats of Winlong company. Based on the whole situation of automotive electronic industry, the aim markets are confirmed as follow:1.native brand automotive manufacturers which entirely have their own Intelligence Property2.automotive parts market3.After Market Car PartsLast, the followed aspects of CAN products market strategy are discussed:1.the product strategy for Creating Brand(1) focus on the product quality(2) focus on the product upgrade(3) focus on the brand design(4) focus on the product packaging2.the price strategy with several price level(1) low-high-low relative price(2) price strategy with depreciating and raising up the price(3) making a price according to the cost(4) discount price3.establish a effective and convenient distribution channels(1) for First Automotive Works Corp(2) for the Northwest automotive industry Zone(3) 4S shop and Automotive repair chain company 4.Multi-channels sales promotion strategy(1) exhibition(2) promotion face to face(3) all kinds of media advertisement(4) commonality relationship5,service strategy mainly for client relationship(1) development new clients as well as attach importance to old clients(2) set up the after service system, mainbody of which is client(3) establish entire quality management system for after service...