The Research Of Competitive Marketing Strategy For Ghsp Steering Systems

Since China is being a member of WTO, global vehicle manufacturers pour into Chinese vehicle market with kinds of investment and cooperation methods. Meantime, Chinese local vehicle manufacturers are developing the vehicle models with independent innovation and moving to the global vehicle market. Steering system is one of the main systems in vehicle. Rapid increase of Chinese vehicle market accelerates Chinese steering system market to be of the increase in multiples, fast technology renovation and increasingly fierce competition. The thesis focuses on the research of steering system market in China for GHSP.Above all, the thesis briefly introduces the technologies of steering system and analyzes the product life cycle with graph. Afterward, the competitive structure of Chinese steering system is analyzed with five-force model, followed by particular identification of market drivers and restraints. Moreover, the thesis makes a research in the trends of market, technology and price for steering system in China.The thesis studies the existing market sizes and expected market forecast for four key vehicle manufacturers, who can represent the vehicle manufacturers in China. Through the study, the thesis profiles the key vehicle manufacturers'technology preferences and implementation strategies in different vehicle segments. Overviews of the key steering system suppliers and their product portfolio are addressed before the market share analysis of manual steering system and hydraulic steering system, which indicates their development direction of steering system technology.In the end, the thesis focuses on the analysis of product competitive strengths in different phases of steering systems life cycle and the analysis of price competitive strengths produced by business scope expansion, scale of economy and experience economy. Taking the factors into consideration, such as market, customers and competitors, the thesis correspondingly makes the competitive marketing strategies for GHSP steering systems in their life cycle. The thesis studies four competitive marketing strategies for steering systems in the introduction phase of product life cycle, which include quick and slow skimming pricing strategies, quick and slow penetration pricing strategies. In the growth phase, the competitive marketing strategies are comprised of product quality improvement, new markets development, advertisement emphasis change and proper price reduction. The competitive marketing strategies in maturity phase consist of reducing price, adjusting the market, product and other marketing portfolio. Centralization and contract are the two major competitive marketing strategies for GHSP in decline phase. GHSP will centralize all resources to focus on supplying mini and compact vehicle manufacturers, and meantime reduce the resources for the vehicle manufacturer who will adopt new steering systems other than manual steering system.