Kirin Auto Parts Company Pricing Strategy Research

More than 24.59 million sales in Chinese car market in 2015, china to be world's largest producer and sold. Auto parts industry as the front position of the entire automotive industry chain, its advantages and disadvantages directly related to the level of development of Chinese automotive industry. In the current situation, Auto parts industry status is not optimistic, on the one hand, due to the influence of low value-added products, auto parts companies vulnerable to extrusion of the upstream and downstream enterprises, on the other hand, foreign parts companies into the market in our country, and intensifies the competition between auto parts enterprises in China, and with its preferential prices, high quality and other advantages to carve up the market share of China's auto parts, brought unprecedented challenges to the domestic parts enterprises in our country and the pressure of competition, some auto parts in China also face the annual reduction pressure, it will be serious influence on the parts company profits. In this context, how to adopt scientific pricing strategy, enhances the enterprise the profit space, has become an urgent problem in the domestic auto parts enterprises in our country. This paper will be based on this understanding, the kirin auto parts company pricing problem to conduct a comprehensive analysis, put forward suitable for the company's future development, practical pricing strategy.In this paper, the research idea is as follows:First, by PEST macro environment analysis method analyzes the kirin's market environment, mainly expounds the present development situation and market competition status, kirin products were analyzed by using the STP method to target market, market segmentation and market positioning of the product.Second, through kirin existing organizational structure and pricing process, the analysis of the current pricing strategy in internal cost and external market competition and the goal of pricing, pricing method, pricing of change and adjustment of existing problems and the insufficiency.Finally, combined with insufficient kirin pricing problem and put forward the solution. First the optimization of the kirin pricing structure, kirin pricing based on process optimization process of analysis and discussion. With value analysis tools for kirin finally dynamic strategic pricing strategy.In this paper, based on the relevant theory of pricing strategy for a particular enterprise kirin pricing deficiencies and problems are analyzed. For kirin pricing problem put forward the corresponding improvement measures, is advantageous to the kirin, formulate scientific pricing system, improve the company's profit space, at the same time for same kind of auto parts enterprises provide price guidance strategy.