A Study On Marketing Strategy Of New Concept Aotomobile Decoration Club

In the wake of rapid development of the automobile industry,automotive aftermarket gains broad market space and promising future and is attracting more and more attention.Meanwhile,the number of private cars at home keeps increasing,which arise huge commercial opportunity for automobile decoration industry.In this backdrop,New Concept Automobile Decoration Club stepped into Hainan automobile aftermarket in 2010.The Club has achieved a certain market share,but it still lags far behind the expectation.Therefore,this paper analyzes and studies marketing strategy of the club and proposes factors and problems influencing the club’s marketing strategy.Through cause analysis,this paper also provides improvement plan and suggestions for reference to development of the club and to the automobile decoration industry in marketing strategy making and implementation.This paper is discussed from four parts:The first part mainly analyzes current status and trend New Concept faces with inside and outside the industry.This part firstly introduces the New Concept Club and studies macro environment(PEST)and major competitors(Michael Porter’s Five Forces Model)of the automobile decoration industry and analyzes the club by SWOT.The second part focuses on current status,problems and causes of the club’s marketing strategy.Starting from the marketing strategy and its implementation status,this part details the marketing strategy from sales,products,popularization and promotion,then digs into problems of the marketing strategy and their causes in the course of planning and implementing of marketing strategies and makes cause analysis and conclusion in the end.The third part emphasizes influence factors of internal marketing of New Concept.This part firstly presents and elaborates internal influence factors of marketing and states action mechanism of the marketing strategy.The fourth part provides the improvement plan for New Concept.This part firstly reconstructs the marketing strategy concept under guidance of "4C"&"interactive marketing" and later proposes a new marketing concept,that is,"All services oriented to customer demands and all goals oriented to customer satisfaction".Specifically,the improvement plan is proposed from breaking through traditional marketing concept,reforming membership system,adjusting automobile special-service structure,exploring potential marketing performance of members,interactively marking via new media,enhancing human resource management and provides convenience for customers.