Research On The Marketing Strategy Of Accessories In Koyo Steering Systems Co.,LTD.

Koyo Steering systems Co.,Ltd has been in the development,manufacturing and sales of passenger car steering gear and related products for the main business.Passenger car steering system ensure the security of a vehicle,including driving maneuverability,stability and safety of the vehicle.With the help of national policy of opening up,the company should break through the past sales mode,cater to the needs of users,and make good use of the opportunities of social accessories market development to find the profit growth point of the company.But because the customer service parts sales of Koyo Company has been around the long-term customer service system of main engine.The lack of social accessories sales experience,under the promotion of national favorable policies,by fine-tuning the enterprise strategy,cultivating social accessories market,and accurately grasping the dynamic diversification of the market demand,Koyo company develops accurate and efficient marketing strategies according to their own situation.This paper will combine marketing theory and practical experience.First of all,according to vehicle sales data supporting models of the host plant,determine the specific sales of Koyo company's products,and then according to the corresponding market data,analyse the characteristics of regional market competition.Combine the above data,and draw the conclusion of the status of customer service market and abroad.Secondly,our country has promulgated policies and regulations.Under the guidance of national policy,with the upgrading of consumer demand,distribution channel system tends to flatten the integration trend.Koyo Company make the development strategy that view the initial product sales in the Northeast market as the starting point,and gradually extend to becoming the national accessories distributing center.In combination with the reality,we will further broaden the distribution channels,develop the Internet and the insurance claim market,and analyze the similarities and differences.To verify the relevant conclusions of the market feasibility on enterprise' opening up of accessory market,and to get more real information market,Koyo Company decided to use the form of customer interview to do research work on steering gear.Starting from the channel distributors,terminal consumer demand,based on the STP theory,we will subdivide the existing parts market segmentation,in terms of the characteristics of our Company's products,and take steps to standard the existing channels and expand new business development strategies module,and try to meet different customers' needs by differentiated marketing.On this basis,using SWOT analysis method,we will study the marketing direction of pragmatic.According to the theory of 4Ps and the theory of 4E,with the principle of common promotion of on-line and offline sales,we set the marketing mode of hierarchical pricing and batch pricing.To ensure the feasibility and effectiveness of the research,we have explained these aspects,such as personnel,funds,products,processes and systems,etc,and a plan has been put forward.