The Study Of The Marketing Tactics For XM Co., Ltd

A new opportunity and challenge are brought about to vehicle electronics industry along with the development of technology of electronics and Internet. Meanwhile,carmakers put more emphasis on the car electronics for its profit contribution. The supply chain base on refit cars market will change a lot because of fierce competition. Manufacturing factories need to be adjusted for new challenges.Chinese companies, especially foreign trade enterprises, have been always exploring effective marketing channels in different period of development. But actually the operating result is not so satisfied. The main reason lies in Chinese enterprise marketing management mode doesn’t combined with international standards. If the enterprise did not use marketing information management,this is bound to affect the marketing system and the effect of implementation.This paper firstly uses Michael Porter’s theory and PEST model to analyze the macroeconomic environment deeply where XM is and also competitive situation of vehicle electronics industry. And then SWOT theory fully illustrates the XM co., LTD., the internal strengths and weaknesses, meanwhile, reveals the external opportunities and threats of company. Finally, through STP theory, it analyzes and subdivides international market of vehicle electronics, determines XM’ s target markets and proposes a new marketing strategy.In the face of complex and difficult international market, for foreign trade of vehicle electronics, it is both a challenge and opportunity.XM co.,Ltd should systematically analyze market environment, adhere to high added-value products, so as to improve the market power and solid market position.