Marketing Strategy Research Of AGC Qinhuangdao

With joined WTO, the automobile and assembly parts industry has been developedrapidly, because related trade barriers were broken gradually. After fierce marketcompetition, automobile safety glass purchasing from rely on imports to localization,self-brand company can dominate the market. Foreign enterprise technology advantageweakened gradually, market situation will be tougher than before.Qinhuangdao Asahi Glass Company is1stforeign enterprise that produces and sellsautomotive safety glass in China. With rapid growth of Chinese automobile market inrecent years, Qinhuangdao Asahi Glass Company sales turnover increase year by year,but growth speed, operation profit, and company scale still worse than competitors. Fromthe marketing strategy point of view, some problems need to be improved which areexisted in the product strategy, price strategy, channel strategy and promotion strategyUnder above background, firstly, the article analyze company faced policy, economy,social, technology, nature, industry environment, and analyze product, technique,organization, staff that can be utilize resource, using Potter five force analysis model,SWOT model, CPM model, analyze company marketing environment roundly. Secondly,Pointed the problems and reasons of company’s current marketing strategy exists. UsingSTP market positioning theory to target customer again, using marketing mix theory (4Ps)to propose the project leading product strategy, value firstly price strategy, trust basedchannel strategy, the promotion strategy of diversification. Finally, put forward themeasures for guaranteeing the smooth implementation of marketing strategy fromcompany culture, employee quality, management flow, organization structure, build upfoundation that can implement new marketing strategy.