Optimization Research Of A Company's Marketing Strategy Of Automotive Semiconductor Products

With the development of automotive lightweight,intelligentization and electronization,as well as the requirements of environmental protection,the global automotive electronics industry ushered in the golden period of development.China as the biggest car market in the world,automotive electronics market demand is also rapidly increasing.A company is engaged in authorized distributor business of electronic components,three years ago,has entered the China automotive electronics industry.At present,there are some problems with A company,such as slow turnover growth,slow growth in customer numbers,lack of sales potential,and loss of customers.The author believes that the main reason of the problem is that A company is not making clear the target market and position of automotive electronic,leading the company to develop a marketing strategy of many defects and shortcomings.So,the sales staffs are working very hard,but still did not reach the expected sales target.In this paper,through the use of STP marketing tool,by segments of the automotive electronics market,by the analysis of market segmentation,target market,according to the company's products and resources in the target market,market positioning of A company;according the positioning results,provide the basis for the development of direction,make the marketing mix strategy,that is Hunting(Segment)and Location(Positing),Executing(Marketing Mix)of the complete process.The author uses the classical 4P,4C,4R marketing mix model,the marketing strategy of A company has conducted a comprehensive analysis,on the basis of the results of market positioning,put forward the marketing strategy optimization scheme: the full implementation of the "P2S" marketing concept,strengthen cooperation,and promote the third party design company(IDH)to join the business,identify customer needs and strengthen customer relationship management etc.,in order to improve the A company sales,expand profits,create good economic and social benefits.