Research On Marketing Strategy Of Air-car Filter In Freudenberg Company

At present,Chinese market economy is shifting from rapid development to high-quality development.Under this background,the automobile industry,which is one of the pillar industries of economic development,will face many risks and challenges,and auto parts manufacturers will need more.High corporate management capabilities.Taking Freudenberg as an example,this paper studies the marketing of automotive air-conditioning filter products,which is of great significance for Freudenberg to effectively improve its marketing market capability,enhance product strength and brand power,and achieve rapid and healthy development.At the same time,the research conclusions also provide reference and reference for auto parts manufacturers in the same industry.This paper is divided into four parts.Firstly,it expounds the background and significance of the topic,the research methods and contents of the thesis.From the theoretical point of view,it describes the theory corresponding to the marketing strategy involved in this paper.These marketing theories are also the research basis of this paper.use tools.Secondly,this paper introduces the marketing status of Freudenberg and the problems in marketing,including the inaccurate positioning of Freudenberg's automotive air-conditioning filter products,the single competitive strategy in market segmentation,and the emphasis on the new energy auto parts market.Insufficient development of degree and marketing business,inadequate after-sales service and guarantee system.After that,this paper analyzes the marketing environment of automotive air-conditioning filter products,including macro environment and micro environment,and analyzes the advantages,disadvantages,opportunities and threats of Freudenberg automotive air-conditioning filter products in the marketing market to accurately and flexibly respond to the market.The impact of environmental changes,and thus adopts a more effective marketing mix strategy to ensure that Freudenberg wins market competition in the automotive air conditioning filtration environment.On this basis,this paper conducts a comprehensive market segmentation of Freudenberg automotive air conditioning filtration products,selects the target market,and precise market positioning.After establishing the goal of improving the marketing ability of the enterprise,the product marketing strategy,price strategy,promotion strategy and marketing channel strategy are the main marketing combination strategies,and the corresponding marketing recommendations of Freudenberg are put forward.In response to the lack of coping mechanisms in the marketing process of Freudenberg,the company's marketing management system was supplemented and improved.Based on this,we will implement the implementation of the company's marketing strategy.In order to ensure that the marketing strategy improvement program can be effectively implemented,this paper proposes the corresponding marketing combination strategy implementation steps and safeguard measures,mainly from strengthening the management of dealers,sorting out the product service guarantee process system,establishing product after-sales service system,and optimizing Start with the training system construction of marketing personnel,and strengthen organizational guarantee,personnel security and technical support during the implementation of marketing strategies.Through reasonable process specifications,supplemented by corresponding consultative measures to ensure the implementation of the program,effectively improve the company's marketing response capabilities,and ensure the company's continued profitability and long-term development.