Research On Technology Company Marketing Strategy Of Kang Yue

Turbocharger has a dual role of energy conservation and emission reduction,it is the main technologies of energy conservation and emissions reduction in the world of the car.With China's basic national policy of energy saving and emission reduction to continue to move forward and the development of auto industry,which the PeiZhiLv of automobile turbocharger will be more and more high in our country.The technology company of Kang Yue is an enterprise which specializes in the production of automotive turbochargers.In the context of economic globalization,The technology company of Kang Yue is facing opportunities and challenges.In the face of an increasingly competitive market environment,how companies correctly understand the situation clearly,good internal work and formulate correct marketing strategies have become the problem that current company urgently needs to solve.This paper first simple overview of the theory of marketing,and then analyzes the external environment faced by technology company marketing of Kang Yue.The external environment mainly includes the macro environment,industry environment analysis,competitor analysis.This paper uses PEST model to analyze the macro environment of the company.Auto industry environmental analysis mainly includes the next five years(divided into passenger cars and commercial vehicles)market capacity prediction and capacity to predict the turbocharger market in China in the next five years.Competitor analysis is mainly to the current seven foreign capital of entering the Chinese market giants of the turbocharger and evaluation analysis of the turbocharger in the three national brand.Through analyzing technology company of Kang Yue marketing present situation to find out the problems existing in the company marketing strategy.On the basis of above analysis and based on the STP marketing strategy theory,At the same time according to the target market of technology company of Kang Yue,which designed more competitive in the 4p marketing mix strategy for the company.Finally,we put forward the company's marketing mix strategy implementation safeguard measures from the sales team construction,sales plan,sales,service,quality management,supplier management and enterprise culture construction etc.This paper comprehensive analysis the technology company marketing of Kang Yue faced by the external environment and the present situation of the marketing,Which targeted design mix strategy of technology company marketing of Kang Yue,it will play a positive role in the promotion of the competitiveness of the enterprise.As well as reference strategy to other turbocharger in Chinese market.