A Study On Marketing Strategies Of Auto Parts Business Of FAW Industrial Auto Sale Limited Company

In recent years, China’s urban car ownership increased substantially, andautomobile repair and maintenance services market had flourished. In the policyorientation of automobile industry chain announced by government, the economicenvironment and market demand created a broad space for development of auto partssales and maintenance. As a research object, this paper analyses the market situationand marketing environment of the auto parts business of FAW Industrial Auto SalesLimited Company, and discusses the specific strategy of market development. It isimportant for in-depth understanding the client characteristics, market trends andmarket current situation, but also for guiding a clear target market, improvingcustomer loyalty, expanding product sales and market share.This paper is divided into four chapters. The first chapter describes thebackground and research value of China’s auto parts industry. The second chapterintroduces the basic situation, analyzes the current marketing situation respectivelyfrom the4aspects of product, price, channel and promotion, points out the businessexists some problems including lack of market segmentation and positioning, unequalproduct supply and customer demand, single-form pricing strategy, unscientificchannel incentive method and lack of customer classification and customerrelationship management, which leading sales and customers growth slow andcustomers’ complaints increased.The third chapter analyzes the auto parts business from macro environment,industry environment, and customer characteristics. The author summarizes the salesdata of parts business nealy3years and statistical analyzes the product purchase eachmonth of18provincial-level agents. The paper analyzes the products seasonal,balanced, liquidity and sensitivity of different agents through the procurementcharacteristics, so as to lay the foundation for market segmentation. Then, the paper analyzes the advantages, disadvantages, opportunities and threats through SWOT, andanalyzes the development strategy of parts business through SWOT matrix, includingpaying attention to the publicity and promotion of FAW brand, innovating andimproving the existing mode of operation, meeting different customer’s demand byfavorable market environment, supporting agents, and timely finding and dealing withcompetitors.The company should make a market segmentation of existing agents and clearpositioning of difference target market, in order to solve the existing problems of theauto parts business, and achieve sales growth, market share and customer loyalty. Thecompany should give personalized products according to the needs of different targetmarket, give differential pricing in the mode of grading management, develop achannel incentive strategy as a link of market funds, make integrated marketingcombining the resources of on line and off line, provide different customerrelationship management strategies for different quality grade of target market. Thecompany also should match the reorganization, train and check the sales staff,reengineer the business process, and build customer information managementpublicizing platform to ensure the effective implementation of the strategy of marketdevelopment.