The Marketing Strategy Research For New Auto Parts Brand In Automotive Aftermarket

With the continuous development of China's urban economy and the general improvement of people's consumption level,the automobile has walked into thousands of homes.As the sales volume of car climbing continuously,the retain number of automobile increased steadily.So that China automotive aftermarket has become the world's second-largest,which is following by the US market with $241 billion.With the implementation of China's anti-monopoly law since 2008,the OEM's auto parts is facing with tremendous pressure.Meanwhile,this provides the market opportunity for new auto parts brands,and independent automotive aftermarket brands may benefit from it as well.Based on my working experience in marketing department since IB company founded in China,documentary research and marketing theory analysis,the thesis explores the marketing strategy of the foreign mature auto parts brand when entering the China automotive aftermarket.In the thesis,PEST analysis,Michael Porter's Five Forces Model analysis,SWOT analysis and STP analysis were adopted to analyze the macro-environment,competitive environment,company's own situation and target market,then comprehensively analyzed the problems that IB company is facing with and existing in the process of the company's operation.Finally,based on the collected information and comprehensive analysis results,the marketing strategies will be developed and improved from six aspects,including product planning,channel management,pricing strategy,promotion policy,brand building and after-sales service & support.According to the development experience and research of the IB company entering China automotive aftermarket,the thesis analyzes how does new brand use foreign operation experience reasonably,comply with the needs of the Chinese market,seize the market opportunity and give full play to the advantages of the company in China automotive aftermarket,in order to seek better development for the company.With the rapid development and expansion of the automotive aftermarket,it is hoped that relevant experience of marketing strategy will be provided a reference for new brands in automotive aftermarket.