Research On The Marketing Strategy Of HH Auto Parts Company

Recent years, with the increasing of car ownership in China, China’s auto-partsindustry is developing rapidly and many famous foreign brands enter the Chinesemarket. The emergences of many new auto parts companies undoubtedly intensify themarket competition in domestic auto parts industry.All kinds of auto parts enterprises take various methods to expand distributionchannels and spare no expense to explore customer resources. The Major BrandSuppliers pressure the auto parts agents to rapidly expand market share and improvesocial visibility which cause chaotic competition among the auto parts enterprises andaffect the profit.Inevitably, HH faces these problems. Then how to carefully define target market;establish suitable and practical marketing strategy, and how to use the marketing toolsscientifically to expand market share and forge the enterprise’s kernel competitivecapacity has become the problems we have to resolve immediately.Based on the analyzing and researching thoroughly about the marketing strategyand marketing environment of HH, this article tries to explore the methods oftargeting market and establishing marketing tactics, and point the marketing problemsenterprises facing out then solve them from four different aspects: products; price;sales promotions; and channels.