A Study On China's Marketing Research Of Automotive Components And Strategy Design Based On CRM And Its Implement For TRW

Follow the rapid growth of Chinese economy, the requirement of automotive components is also growing sharply, China has become the second biggest consumer of vehicle in the world. However, the Chinese automotive components industry faces severe competitions, it is in a fully competitive market whilst in an oligopolistic market converting period. Facing the escalating competition in the future, automotive components manufacturers has to correctly understand the market, to catch the market chances with their own specialties and make scientific marketing strategies.This article describes the situation of the Chinese automotive components industry and points out the potential development directions, using a large amount of investigative data gathered from market research. From the article, we can develop a scientific understanding of the effective environmental elements needed for company development, this through the SWOT analysis of the international leading automotive components company—TRW. On one hand, enterprises need to react to the external environment. On the other hand, the enterprises also need to improve their internal environment, to increase technology, reduce manufacturing cost, establish high effective team, implement effective marketing strategies, pay more attention on the marketing facilitating role of CRM. Strategic formulation and implementation is a complicated and long term matter, it needs adjustment and continuous improvement while the enterprise develops.This article has been created by studying and consulting exploratory researcg done by others, the result being:1. A full and systematic market research on the Chinese automotive components industry.2. TRW chosen market targets and an optimized marketing portfolio strategy.3. Market strategy is designed base on CRM.