Company CSN Sensor Marketing Strategy Study

For further development in Chinese market, enterprise needs to investigate and analyze actual situation and specifics of Chinese passenger vehicle market. According to company's condition and product characteristics, foreign companies need to establish suitable marketing strategies.This thesis analysis Chinese passenger vehicle market and electronical brake systems as ABS (Anti-lock Brake System) & ESC (Electronic Stable Control) market, sensor's marketing competition, utilize tools as PEST, Porter 5-Forces, SWOT to analyze external marketing environment, dealing with itself characteristics as strength, weakness, confronting opportunities and threats etc., Base on the theory Product Life Cycle, this thesis research and analyze characteristics and situation of company CSN's sensor products, utilize marketing strategy tool 4Ps to figure out separately marketing strategy according to sensors'perspective product life cycle.Through this research we realize comprehensively the target market:sensors of passenger vehicle, understand sensors characteristics of CSN, then to figure out correct and proper Chinese marketing strategy. This thesis also proposes indications or ideas in perspectives as company culture optimization and marketing organization reform.This thesis would be a good reference for enterprises in Chinese automotive market especially for foreign company who has similar background as CSN.