Research On Marketing Strategy For Changchun Xin Er Xing Auto Parts Limited Company

With the continuous development of market economy, China has become the world’s second largest economy, people’s material and cultural living standards continue to improve, has brought great changes to China’s automobile industry. China has become the world’s largest auto producer and consumer, also affected the rapid development of auto parts industry. Taking changchun automobile parts co., LTD. Which letter is as the research object, through the analysis of the existing problems and research on the company put forward the company’s future development of marketing strategies and implementation safeguard measures.First of all, according to the present situation of marketing, find changchun automobile parts co., LTD. Which letter is brand positioning is not clear, promotion of adverse problems. Changchun automobile parts co., LTD. Which letter is currently only faw car co., LTD which a client, a single customer source. Other market channels management chaos, did not focus on after-sales maintenance market, price strategy also has certain problem. Company no independent sales department, logistics department to perform the duties of the sales department, the company needs to improve the marketing strategy to meet the changing market demand.Secondly from the two aspects of macro environment, micro environment which letter is the company’s marketing environment is analyzed, including macro environment is primarily concerned with political law, economic and human geography; The micro environment from supplier, customer needs, competitors and the public. Secondly, the SWOT analysis of the company, from two aspects of the company’s internal factors and external factors for the company’s Strengths, weaknesses, opportunities and threats analysis,and several alternative strategy method is proposed. Through the analysis of automobile oems for auto parts enterprises understand the market demand what, what are the competitive advantages compared with competitors, the technology level of upstream suppliers and supplier resources ability, lay the foundation for subsequent marketing strategy improvement.Finally, the changchun automobile parts co., LTD. Which letter is the STP analysis. Determined by analysis of changchun automobile parts co., LTD. Which letter is the core of the target market to produce economic models and intermediate car models of automobile enterprises, production minicars automobile enterprises as the auxiliary pole. According to the previous analysis on the existing marketing strategy from the product, service, price, channel, promotion five aspects to improve, including development platform products, improved product quality, improved technology communication, strengthening the logistics service, improved after-sales service, differential pricing strategies, cost leadership strategy and special price strategy and marketing mix strategy, in the face of the vehicle needs to be in the process of enterprise marketing combination. Finally, companies marketing strategy of the implementation of the protection measures are put forward, mainly including organization, personnel, information technology, enterprise culture construction of the specific safeguard measures.This paper hope through the improvement of marketing strategy, can increase the changchun automobile parts co., LTD. Which letter is the competitive advantage, expand customer outside of faw car co., LTD., at the same time, specification of the company’s marketing management level and the rules and regulations, the company sustained, stable development.