Study On Marketing Strategy Of ZD Garage Equipment

With the rapid development of automobile industry in China, great opportunity has been brought to the auto repair & maintenance industry which is no longer it was. In 2015, the turnover of China auto aftermarket increased to 500 billion, with its annual growth rate at 26.9%. In 2016, the output value of China auto aftermarket may increase to 700 billion and China will surpass USA, becoming the largest auto aftermarket in the world. Statistics show the overall industry profit of auto aftermarket can reach 40%-50% and some sub-sectors can even reach 100%-200%. Although the industry insiders have not reached common ground on such digits and think the actual profit may be overestimated, it is undeniable that as high profit industry, auto aftermarket has already become the most dazzling gold mine in the overall auto industry chain in China.China garage equipment is narrowing the gap with the same products in the world in the output and sales volume with a relatively high speed. At present, there are some types of products that enjoy leading advantage internationally. Garage equipment has improved remarkably in R&D, design, production process, technology content, service and brand. The overall export volume has been increasing with each passing year. Customs statistics show export value of garage equipment reached less than RMB2 billion in 2015, surpassing 2014 by RMB0.3 billion, presenting a good development trend. However, the exported equipment still concentrates on such machinery items of relatively low technical content as car lift, spray booth, tire equipment and repair tools, etc..The target markets are mainly Asia, Europe and America, etc..Besides, some developing countries such as Vietnam, Thailand and Myanmar have also been developing fast in recent years, which has exerted positive influence on related industry and offered new business opportunities to our garage equipment.ZD company that will be under study in this paper is a private listed company, which focuses a lot on business development both at home and abroad. The purpose of this paper is to get a good understanding of the product line and marketing situation of ZD company, give analysis to its marketing environment in combination with related marketing theories, get to know about the existing problems in its marketing process and give analysis, with the expectation that ZD company and people of the same trade can refer to the research findings.