Jinan Worldwide Auto Accessory Limited Marketing Strategy Study

Under the socialist market economy with Chinese characteristics, the marketing strategy of company is an important problem which enterprise faces to expand market share and ensure continuous and steady development. And it is also a problem to establish and consummate modern enterprise system which enterprise need to resolve urgently. Along with the deepening of the reform of state-owned enterprises, many state-owned enterprises achieve the transformation of company system. Therefore, how to expand market share and ensure continuous development of company by designing, developing and applying marketing strategy is very important.In recent ten years, the steady development of Chinese economy provided sufficient space for the auto industry development. And it was also drawing the development of auto accessory enterprise at a high speed. Jinan Worldwide Auto Accessory Limited is a reforming and medium-sized enterprise which is specialized in auto accessory production. The managerial level needs to enhance and the marketing strategy needs to consummate. According to this, this article explores to build a marketing strategy which is coincident with the situation of Jinan Worldwide and fit modern market economy environment under the guidance of marketing theory and existing marketing strategy of company.First of all, the author introduces the background and significance of titles selected for publication, research methods and thesis structure in this article briefly. Secondly, the author expounds the correlative theories which are managed in this article from the theory angle. And he also introduces the basic theory of marketing, brand theory, service marketing theory, market price theory, four theory of product combination, marketing channel theory and relation marketing theory. The introduction of these theories is the basic of research and design and the facility of exertion. Then, the author analyzes the actuality and existing marketing strategy of Jinan Worldwide carefully. It's one of the emphases which needs to analyze and design carefully in this article. The author analyzes existing main competitor and individual potential competitor of Jinan Worldwide. He point out the advantage and disadvantage of Jinan Worldwide compared with other competitor and its corresponding strategy. And then, it is the center of this article—the author's marketing strategy design of Jinan Worldwide. He introduces the layout of Jinan Worldwide's marketing strategy, the supply of marketing difference, the development of new products in several large markets, the marketing strategy of product life cycle and the development of marketing strategy. The author also introduces the combination of the several marketing strategy: brand strategy, after-sales service strategy, product price strategy, marketing channel strategy, advertising campaign strategy, sales force strategy, and electronic commerce strategy. In the end, the author presents the brief suggestion and explanation for the application of marketing strategy in this article.This article wish the company could expand market share via marketing strategy design. At the same time, the company could regulate managerial level, rule and regulation to achieve the strategic objectives and continuous and steady development.