Research On Marketing Strategies Of Automotive Chassis Control Arm Of ZF Fawer Co.,ltd.

With the changes in the automotive industry,and under the background of economic globalization,the world automotive parts industry also presents a new development trend.In recent years,under the great temptation of China's automobile market,multinational automobile parts enterprises have come to China to invest and cooperate in various ways,and more severe competition has come to China's automobile parts enterprises.With the continuous development of today's social economy,the demand for automobiles is also grossing,and the demand for automotive parts is also grossing rapidly.In the increasingly fierce market competition environment,the automobile with high quality,low price and new technology will have greater advantages in the market competition.In order to meet the changing market demand of automobile manufacturers and different consumer groups,as well as to expand the market share of automobile parts,it is more and more important to adopt this kind of technology with advantage and pay attention to marketing strategies to ensure the sustainable and stable development of automobile parts enterprises.This paper thesis takes the chassis control arm products of ZF FAWER Co.,Ltd.as the research object.On the basis of consulting a large number of domestic and foreign automotive parts marketing literature,it analyses the current situation and trend of automotive parts development in China and abroad,the development environment of automotive parts industry in City Changchun,the competitive situation of automotive parts industry in Changchun City,the general situation of the products in ZF FAWER Co.,Ltd.,Analyses from market positioning\customer choice\products strategies and channel strategies and combine the macroscopical environment and microscopical to analyses the key factors of opportunities,threats,strengths and weaknesses in the operating environment of ZF FAWER Co.,Ltd.It is concluded that ZF FAWER Co.,Ltd.can only participate in the current domestic and international auto parts industry by formulating the correct company development direction and goals,finding ways and measures to hinder the company's development,and formulating correct improvement measures and improvement strategies.And then participate in the current domestic and international auto parts industry market competition.This is important for clarifying the company's market positioning,expanding market sales and market share of control arm products,and understanding the characteristics of customers,market trends,and the company's operating conditions and development direction,and provides a strong theoretical basis.