Research On Marketing Strategy Of H Company's Auto Parts

In 2016,the production and sales of Chinese auto market ranked first for eight cons ecutive years in the world.Chinese car market's potential is unlimited.The development o f automobile industry brings the spring to auto parts enterprises.However,with the continu ous development of auto accessories industry market,challenges and opportunities coexis t.Foreign capital inflows,foreign enterprises entering the domestic auto parts market.Domestic auto parts enterprises profit space gradually reduced,prices become more transparent,further compression of earnings.Many small and micro auto parts comp any is difficult to survive in the auto parts market,enterprise development in a diffic ult position.How to have a clear understanding of the auto parts market and its marketing environment?What are the advantages and disadvantages of the enterprise itself?H ow can we formulate the marketing strategy in line with the development of the en terprise and implement it?Small micro auto parts enterprises need to face and solve these problems in order to survive better.And also,In order to provide support and help,tbe small micro auto parts private enterprise H company as an example,in-dept h research on the market,make the analysis and research,combined with the marketin g theory and a series of analysis tools.Based on the 4p and 4c marketing theory as the basic starting point,this paper set s H company as the object by using literature research,comparative analysis,field researc h and other research methods as the research object of this paper.Using five force model s analysis tools,such as SWOT,PEST,Potter and so on,it makes in-depth analysis of th e macro environment,the advantages and disadvantages of opportunities and threats and ot her factors.It analyzes the marketing strategy and points out the short comings.Through analysis and research,this paper presents that H company.should combine 4p marketing theory with 4 c marketing theory,change ideas and use customer needs as th e core of the enterprise.Meanwhile,it puts forward improvement suggestions in aspect s of marketing strategy,such as customer needs,cost,convenience and communication.T o make enterprises optimize,it presents the corresponding guarantee measures.The auth or hopes that this dissertation may provide reference for the improvement of marketing stra tegy of small and micro car to H company as the representative of the spare parts enterpr ises,and promote the development of domestic auto parts enterprises.