| The prosperity of China’s car market led to strong competition in automotiveindustry, car segment gradually expand, automotive electronics, intelligentconfiguration equipped top down step by step, which decreased profit marginsaccordingly, and caused the rapid development of the auto parts market productintegration and the upgrading of products, similar products competitive landscapechange. The changes in the market brings Gentex (Shanghai) company opportunitiesat the same time also poses a threat, on the one hand, companies benefit from theintelligent configuration top down, keep the sales growth, on the other hand,individual products are affected by auto parts products integrated, smart beam andrear camera display products impact of multi-function camera and navigation systemintegration products, sales stalled, appear even volatility, sales of the company createdserious structural imbalances, while home-link products are introduced into the Chinamarket, companies need to develop the right marketing strategy. Stagnant in the faceof the old product sales and market development of new products, the problem thatGentex (Shanghai) company need to solve is, in the face of the change of the market,how to develop the right product to get rid of the current plight of the sales andmarketing strategy to carry out the introduction of new products to the marketsuccessfully.In this paper, the research object is product marketing strategy of Gentex(Shanghai) electronic technology co., LTD. First of all, through case analysis,Gentex (Shanghai) company product marketing current problems as the researchobject, from the macro environment, industry environment, industrial policy,technology environment, social and cultural environment and other external factorsand internal factors such as brand, product, price, team in exploring the causes ofproblems; Then using the method of literature, and through the literature collection,reading, a lot of automobile market of China’s auto sales data of each segment of themarket, summing up the development of China’s auto market trend and marketdemand of various products, and through the analysis of the consumer research report of auto parts market, find Gentex (Shanghai) company’s products and similar productsin the product features, product prices, product appearance advantages anddeficiencies; After using the SWOT analysis method to find the Gentex(Shanghai)company in product competitiveness, market share, brand, product prices, thecompany team has advantages and disadvantages, and at the same time analysis theGentex (Shanghai) company, the external environment facing the opportunities andthreats, and SO (strength and opportunities), WO(weakness and opportunity), ST(strengh and threats), WT (weakness and threats) of the four different aspects putforward concrete strategies; And guided by the STP theory, first of all, with the brand,geographical, automobile wheelbase, appearance and use purposes, engine, gearbox,and product configuration as the division standard, China’s auto market segmentation,then combined with the characteristics of the products of the company and thecharacteristics of each segment of the market development target market selection andoptimization of product positioning; Finally, according to the classic4ps ofmarketing theory, from the price, product, channel, promotion four aspects to redesignthe Gentex(Shanghai) company’s product marketing mix strategy.This article through Gentex (Shanghai) company product marketing strategyanalysis, found the Gentex (Shanghai) company sales the root cause of the problem,and the market marketing4ps theory, formulated the Gentex (Shanghai) on theproduct, price, channel, promotion, marketing strategy, first of all, the product mustbe considered on the function integration trend, China auto parts adopt platformstrategy developed multi-function in one platform product, improve productadvantage to ensure not replaced by a similar products, secondly in terms of productprice, the face has integrated product advantages, pull open with the prices of similarproducts from the price range, find differentiation goal market choice, avoid productpositioning overlap, so as to avoid the risk of competition; Later on the sales channel,to cater to the rapid development of Internet marketing trends, changing the singlebefore add sales channel mode, set up after the Internet market sales model; Finallyon the promotion constantly cater to consumer psychology, installs the market beforeand after installs the market the different promotion system. Through the study of thisarticle, hope to Gentex(Shanghai) company sales difficulties, find out quickly theright product marketing strategy has a certain role in promoting, at the same time forother auto parts suppliers how to correctly carry out product marketing strategy has acertain reference significance. |
PDF Full Text Request