Research On The Optimization Of Marketing Strategies Of American Auto Parts Enterprises In China

Auto parts industry is an important part of auto industry.With the rapid development of auto industry,the scale of China's auto parts market is also expanding.However,with the acceleration of auto modernization,auto industry is facing pressure,also the industrial chain of auto parts is affected.S Company studied in this paper is a wholly owned American enterprise in China which produces the core components of auto engines.Faced with the severe industrial development situation and powerful competitors,S Company's current marketing strategy has been unable to meet the company's business development.Based on this,this paper chooses this topic.This paper mainly introduces the current business status of S Company,and the actual status of its competitors by using PEST model and Porter's Five Forces model.Consider the particularity of S company's sales channels,this paper uses survey research methods.Through staff questionnaire investigation in S company,and eight customers and eight core staff interview for S company,we can summarize S company's existing marketing problems,mainly including new product positioning is confused,existing product updates slowly,existing products lack price competition,sales channel has less problems,product promotion is insufficient,and try to dig the reasons behind the problem formation.Finally,by using STP theory and 4P theory,combined with the development status of auto parts industry and S company,the market positioning of new products was re-conducted,and a set of marketing strategy optimization schemes are designed for new and old products respectively.It is hoped that the marketing optimization strategy written in this paper can solve the current problems faced by S Company and help other auto parts companies similar to S company to solve the relevant confusion.