Research On Marketing Strategy Of Automotive Cable For Leoni(China)

Along with the development of the automobile industry,the Automotive Cable industry is more and more developed.Under the vigorous development of the automobile industry,the Automotive Cable,as one of the main parts of automobile,has a very broad market space.On the domestic market,in 2008,especially when going into the financial crisis,many well-known car companies have been closed.On the contrary,China's auto market has had the rapid growth along with the gradual expansion of the scale of China's auto market.However,at the time of the existence of this kind of opportunity,competition is very fierce.In addition,the domestic Automotive Cable industry started relatively late compared with the foreign company,little independent design and development of products,which creates serious product homogeneity.In addition,due to copper,aluminum and other major raw materials price rises,slow localization and foreign technology protection,limited amplify reproduction,Which makes the domestic Automotive Cable industry competition stay on the level of price competition,while the Automotive Cable industry market is bigger,the Automotive Cable manufacturer's capacity is also considerable scale.The domestic Automotive Cable industry is in the midst of a serious problem by the big teams.So,in order to break through this situation,setting an excellent marketing strategy is imperative.Leoni is one of the world's leading suppliers of wire,cable,optical fiber,cable systems and related services.And at present,it has already had a certain scale of production in China,and runs smoothly,except the marketing strategy should be improved.Leoni(China)always win the market by its high product quality and technology,and pay much attention on channel resources for its key customers.Its price stays on a relatively high level in domestic market and promotion is far fromperfect.Along with the increasing support on the development of transportation and the related construction,Automotive Cable industry has unlimited business opportunities.Seize the external opportunities,avoid the threats and give full play to the internal advantages is Leoni(China)inevitable choice.Leoni(China)should determine their position accurately by concentrating their resources on domestic market,large customers and SME customers with high credit.Seek the differences on quality and technology from their competitors,and focus on research and development of Automotive Cable;ensure the margin profit on elastic price among different enterprises;maintain direct selling channel,strengthen agent management and network marketing,To increase with advertising popularizing,sales promotions by people,organize with technology Exchange Conference and attend with exhibition to promote with Leoni(China)automotive cable products.Broaden marketing channel and improve the accuracy of relationship marketing to meet the individuality of the customers.In order to guarantee the implementation of the marketing strategy,they must improve the organizational cultural construction,optimizing personnel training mode,improve the strategic reward system,implement lean production process to meet customers' demand and maximize the interests of enterprises,led to steady growth in the company's business eventually.