Research On Integrated Marketing Strategy Of J Company

With the rapid development of the social economy,the quality of life of the public has been significantly improved,and the number of domestic automobiles has also increased.The automotive supplies market,as an emerging terminal subsidiary industry in the automobile industry chain,has gradually been valued by the industry.J company's car plaza developed earlier,mainly based on the facade rental,the geographical position is unique,has always been the leading enterprise in the automotive supplies market.However,due to the development of society,the competition in the automotive supplies market has become more and more fierce.The marketing model adopted by the company's automobile plaza has the disadvantages of non-standard operation mode,asymmetric management information,poor economic efficiency,and inability to effectively integrate resources.This is not conducive to the company to win in the fierce market competition.Based on the integrated marketing theory,this paper takes J company's automobile plaza as an example to integrate its internal and external resources.Under the premise of combining business lease and self-employment,the current situation of J company's automobile plaza is suitable for its development.The integrated marketing strategy and proposed implementation.The author first collected a large amount of relevant literature,and carried out in-depth analysis and research;secondly,through the in-depth analysis of the current situation of J company's car square marketing,the company's existing marketing problems and the company's difficulties are mainly the following three points(1)lack of marketing concepts and service awareness;(2)lack of quality product distributors,lack of ability to control the market;(3)insufficient promotion funds,and the form is too single.According to the specific situation,the marketing concept(market-oriented,customer-centered),strategic objectives,marketing strategy(market-oriented,multi-integrated marketing communication method,suitable for the company's development)Establishing a brand image and marketing system;then,formulating the implementation of the integrated marketing strategy of Company J's car plaza(effectively combining upstream and downstream resources,cultivating the market,price strategy,integrated marketing)and safeguard measures(enhancing the innovation of the theme and strengthening the strategic planning)And coordinate andredistribute the marketing budget),in order to effectively enhance the overall image of the company's brand,so as to achieve the purpose of seizing more market resources,and ultimately make the company develop better,faster and more stable.This paper has developed a corresponding marketing strategy through the analysis of J's automotive supplies market,hoping to provide certain help to Company J,and also hopes to provide certain reference value for the formulation of other similar corporate marketing strategies.