Research On The Product Strategy Of A Company Electronic Gear Shifter

In recent years,the electronics design of automotive has become higher and higher.Coupled with the rise of new energy vehicles,traditional mechanical gears shifter have gradually been replaced by electronic shifter by wire.The electronic gear by wire has the advantages of flexible design,novel design and high space utilization.It has become an emerging product in the automotive revolution and has been recognized by the market for repacing the MT and AT gears mechanical structure.However,due to the safety of driving the car,the design requires a high technical threshold.At the beginning of the product popularization,the European and American countries took the leader in the development,and then slowly transferred to China.Shanghai A Auto Parts Co.,Ltd.is a 100% foreign-owned auto parts company.It has factories and R&D teams in more than ten countries around the world.It established a research and development center in China in 2004 and introduced foreign technology in 2012 to develop and produce electronic gears shifter in China.With the advanced technical experience accumulated in the early stage of RD center countries,the market has been rapidly occupied.The orders are constantly on the occasion,and customers often need to learn from us.The domestic competitors are few and the competitiveness is not strong.However,with the popularization of products,major automobile OEMs have accumulated certain technology and can lead the definition of product design.Domestic suppliers also have technology accumulation,and the growth rate is amazing,the development cycle is short,the cost is low,and the corresponding speed is fast..Some international competitive companies have also begun to cut prices significantly and seize the market.By 2018,the market competition is extremely fierce,and the share of our company’s electronic gear in the market is being eroded.This paper takes the problems faced by Shanghai A Auto Parts Co.,Ltd.in this historical stage as the research object and is representative.The product marketing strategy for the electronic shifter of Shanghai A Auto Parts Co.,Ltd.is optimized and analyzed with the existing product marketing strategy.Discover and summarize the problems and causes of the electronic shifting marketing strategy of Shanghai A Auto Parts Co.,Ltd.According to the marketing principle,propose the optimization direction of electronic gear marketing strategy,and optimize based on market positioning,marketing and brand management.Design.Colleagues make safeguards based on personnel training,system management,and cultural incentives.This article combines theory with actual case analysis.For the Shanghai A Auto Parts Co.,Ltd.electronic shifter marketing strategy optimization reference,I hope that through the analysis of this article,and practice can give help to Shanghai A Auto Parts Co.,Ltd.electronic gear sales.