DAN Chinese Subsidiary Company Marketing Strategy Optimizing Study In Automotive Component Industry

After more than 30 years high speed development & Reform and open-up policies in China the opening and reform,automotive and automotive component industries are both in key time milestone.Previous oil-fueled internal combustion vehicles are facing huge challenges from new energy vehicles,such as hybrid power vehicles and pure electric vehicles.Chinese automotive industry is entering a new four modernization age – Electrification,Intelligence,Connection,Sharing.In this thesis paper,Chinese subsidiary company of DAN is researched as an example.Firstly,I utilized some marketing strategy theories for base level.Secondly,I analyzed DAN Chinese subsidiary company current internal conditions,especially in marketing strategy.Finally,I analyzed external automotive component industry market competition.After that I made a marketing strategy optimization work for current strategies,with an implement plan and supporting measures as well.This paper provided marketing strategy reference values for some automotive component companies in background of new four modernization.And it might be saw as a response to call from Chinese government macro-strategies,such as “Made in China 2025” and “China industry 4.0”.