Research On Domestic Marketing Strategy Of Aeolus Tire Company

With the development of China’s automobile industry, China’s auto annual production and sales both exceeded18million. At the same time, tire industry of china began to develop in a high speed. China continues to rank the first large country of the tire production with the output832million in2011, but China is not the powerful country in the tire production.At present, the Chinese tire market have the following problems, due to late start of the domestic tire industry, and there are no good market segments. Besides, target market is convergence. For technology research and development, R&D investment is low and foreign tire companies’selling the product pattern is generally adopted in imitation. Besides, technology is in low level and high end products are few. For product marketing, the products focus on low-end, with single marketing tool, and generally seek low-end low-cost strategy, rather than focus on nurturing the brand, thus giving consumers the impression of low-cost and low-quality. In a tire company, there is a common phenomenon that energy consumption is high, products value-added is low, and products are similar. The Chinese tire enterprises are facing the serious problem of change from larger to stronger.Aeolus Tire Company is on behalf of national tire industry in China. The company is among the top ten domestic tire industry, and is one of the state-owned listed companies. With2011sales revenue reached10.2billion yuan, Aeolus Company reached the highest growth rate of the domestic tire enterprises. The marketing of the company starts from the low-end products, now is gradually moving towards a full product line, and is trying to make the high-end products from Chinese manufacturing forward to world-class manufacturing. But there is no clear marketing strategy of positioning, strategy is unknown and so on. And the marketing strategy is an urgent need to upgrade. There are many articles researching on domestic FMCG marketing, but the study of industrial marketing is less, with weak guidance and operability. This article combined advanced business strategy with marketing theory, also analyzes the internal and external environment of the Aeolus tire company, using the methods of literature analysis, interview and comparative analysis. The SWOT analysis method is used to analyze Aeolus Tire Company’s strengths and weaknesses, opportunities and threats. According to the company’s strategic objectives and marketing positioning, this article designs4P marketing strategy and service marketing strategy for Aeolus Tire Company.At last effective implementations of safeguards are put forward, including the aspects of building of enterprise culture, deepen the reform of the organization,optimization of human resource management and establishing the incentive marketing performance appraisal mechanism.