| Chinese auto market in2009to2010to maintain a spurt of growth in demand, theannual demand increase rate is always at about35%. However, in2011with the gradualrationalization and the policy of government encourage auto consumption was expired andgradually the fierce market competition, market demand growth started to slow down, oreven a downward trend, while the price war has almost become synonymous with China’sauto market competition. In the tense and tempting China’s auto market, DKS companymust be timely adjusted their marketing strategy in order to obtain more market share.I will start to analyze DKS company terminal market---auto market, then use marketingtheory as a guide and case analysis to analyze the current state of development of thecompany,followed by using market competition five forces model of industrycompetitorsand, to analyze the competitors.Meanwhile doing the automotive wiringharness market analysis. And learned that the automotive wiring harness heat-shrinkabletube current industry conditions and market demand trends.We use the method of SWOT toknow the advantages and disadvantages of the DKS company, market opportunities,marketenvironment and the threats.Then finally we got the developing marketing strategy is improving internal and external,that is external to further refine the target market, clear positioning, the combination ofpricing and others to play DKS series advantage, more care about customer and do betterservice.The internal improving is play a strong R&D strength, optimize the sales process,training and increase the local senior sales, establish a "customer-oriented" marketingculture. |
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