Research On Marketing Strategy Of QA Airbag Company

The development prospect of automobile airbag industry is broad.At present,the collision accidents cannot be entirely avoided by any technology.Therefore,as the last defense line for passenger safety in collision accidents,airbag is still an essential safety configuration for automobiles in the long run.Airbag are typical industrial products,and the products are mainly sold to automakers by the key account marketing model.In the industrial products marketing field,the goal of the buyers and sellers is long-term cooperation.The industrial production enterprises should pay more attention to the characteristics of industrial products market when they make marketing strategy.For example,the internal purchase decision process of the customer is very complex and there are various factors affect their decision.This paper takes the QA Company which the author works as an example,studies from the background of automobile airbag industry.It finds out the factors affecting the growth of airbag market.And this paper expound the market share and development trend of domestic and foreign airbag enterprises in China,and analyses the prospects of automobile airbag market.After referring to the relevant theories of marketing,this paper studies the application of key account marketing theory in the airbag product marketing.And it finds out the problems existing in the marketing strategy for QA Company through analyzing their current market situation.Then the QA Company market environment is analyzed,and the macro environment is analyzed by PEST,the competition structure of airbag industry is analyzed by Porter's Five Forces Model.And the marketing strategies of the main competitors for QA Company are also contrasted and analyzed,to find out the improvement direction of QA Company and analyze its marketing status by SWOT.Then it formulates the marketing strategy and provide the safeguard measures of marketing strategy for QA Company according to the above research results.This paper points out that QA Company should refer to the marketing strategies of its main competitors in the market according to its own existing problems,find out its market position and formulate its own marketing mix strategy,and implement safeguard measures for marketing strategy from the employees and organizations.As the conclusion of this paper,it provide the design and implement suggestion for the organization adjustment of the marketing department and the formulation of the marketing strategy.It is helpful to enhance the market competitiveness of QA Company,and promote the steady development for the company.There is also some enlightenment significance for the automobile parts manufacturers to formulate their marketing strategies.