Automotive Glass Company AG New Product Marketing Strategy Research

With the maturing of the Chinese auto market,the competition of each car makers is becoming more and more fiercely,so the requirements for cost are becoming more and more strictly by car makers.Auto parts companies have been affected also,their profit margins are continue to declining.Under this background situation,a common problem has appeared which is how can auto parts companies survive in the fierce competition,and even continue to maintain benign development.The author choose AG company as the research object in this thesis,apply marketing and other disciplines theory to comprehensive analysis the marketing environment,key influencing factors of the new product promotion,then demonstrates the necessity of the implementation of the new product promotion strategy and formulates the effective,practical and feasible marketing strategy and safeguard measures.So this thesis can give AG company a firm confidence for new product promotion activities and provide to AG company more support.Through the analysis,this thesis not only can provide effective support to AG company new produce promotion activity and promote the profit of AG company,but also can bring guidance meaning for new product promotion activities for all the auto parts companies in China market.First,The thesis introduced the background and meaning of the topic,the content of the research and so on.Besides,it also provides a theoretical basis for the research of AG company by introducing porter's competitive strategy and marketing theory etc.Second,Use Porter's five forces model and SWOT tool to analyze AG company's new product marketing environment,which mainly includes the internal and external environment analysis of AG company's new products and the competitive analysis of automotive glass industry.Third,Based on the analyze result,complete the AG company's new product positioning study and new product marketing strategies.Market positioning means select the corresponding key promotion target customers for each five new products of AG company,then present the marketing innovation strategies from the product strategy,price strategy,promotion strategy and so on.Those strategies use the "4P" theory as the main body,and combination the idea of "4C","4R" and industrial products marketing theory.Finally,Designed a series of safeguard measures to ensure the smooth implementation of the marketing mix strategy from the aspects of organization,management,resource allocation and salary performance.