Study On The Marketing Strategy Of Citic Dicastal Domestic Aluminum Wheel Market

Marketing strategy is that companies analysis demand,purchasing power,expectations and other information of consumer group,do the plan and organize related business.In recent years,with the gradual dilution of economic crisis,the steady development of the domestic economy,increasing of people's standard of living,the car began to enter people's daily life.The automotive industry began to flourish.Society is paying more attention to cars and related industries.As the leader of enterprise's operation,marketing strategy has drawn more attention and exploration from economists and auto entrepreneurs.CITIC Dicastal as the domestic auto parts industry leader in the rapid development,at the same time,is also exploring new marketing strategy in order to adapt to market demand.This paper first expounds the marketing related environment theory,segmentation theory,marketing strategy theory and other theoretical basis,then according to the macro environment,industry environment,CITIC Dicastal company internal environment to do the analysis.After that subdivision of CITIC Dicastal company aluminum wheel products in the domestic market,select the target market and positioning of target market.Thirdly,on the basis of 4P marketing theory,this paper analyzes the shortcomings of the existing product strategy,price strategy,promotion strategy and channel strategy,and gives some suggestions for improvement,and makes an optimized marketing strategy combining with the marketing goal.At the end of the thesis,the author puts forward security measures for the proposed marketing strategy,including the implementation of modern enterprise system,corporate culture guarantee,human resources protection,and strengthening risk prevention and control.