| With China automotive industry development, China auto parts industry development also grows at the rapid speed. It is expected for 15 million automotive production and sales scale in 2010. China automotive demand growth will definitely stimulate the rapid growth of automotive parts. Even if automotive parts market demand is larger, the competition in the market is severe than before. As to raise the competition capability in the market, automotive companies prefer for automotive parts companies which can provide low lost, good quality, fast feedback and better service. Automotive parts companies should establish the effective marketing strategy to meet the customer needs and to maintain market position.UC auto parts Suzhou company is based in Germany foreign owned company. The major customers are automotive manufactories.With the benefit of China auto market rapid development as well as the suitable market strategy, UC auto parts company is ranked remarkable market share. After production start from 2005, UC market share ranked in No. 1 position for several years. UC auto parts Suzhou company is weakness in Japanese brand and China brand OEMs market .During these 2 years, due to Japanese brand and China brand demand rapid growth as well as competitor's market competitive strength growth ,market share of UC auto parts Suzhou company is shrinking. How to solve this problem? The thesis is structured in combination with marketing strategy to segment the auto market,select the target market and re-position UC auto parts company. The aim is to create the suitable and effective market strategy with current UC auto parts company strategy.Through marketing strategy design, the writer is perspective:1. to keep or expand the company market share . 2.to improve the company working structure and management skill. 3.to make company sustainable development. |
