Research On The Marketing Strategy Of XY Company's Rearview Mirro

Under the guidance of the regional industrial policy,XY Automotive Mirror Co.,Ltd.integrates the production resources of local automobile rearview mirrors and establishes a production-oriented enterprise specializing in the production of rearview mirrors.At the beginning of its establishment,the company developed a series of automobile rearview mirrors according to the demand of automobile rearview mirror in the rear market and the demand of domestic consumers.Later,according to the planning and development of the enterprise,the company began to produce automobile rearview mirrors with the whole automobile factory.In the global downturn environment,domestic economic growth is slowing down,the overall trend of auto parts sales is declining,coupled with the chaos of the enterprise's own product system,the target market is not clear,resulting in poor overall performance of the company.For this reason,in view of the existing problems of enterprises,I hope to analyze and summarize the development strategy of enterprises,formulate effective and reasonable marketing strategies,and bring a new world for enterprises.On the basis of fully consulting relevant literature,through data comparison and analysis,aiming at the characteristics of automotive rearview mirror,this paper makes an exploratory study of XY automotive mirror company's marketing strategy by using relevant marketing environment theory,SWOT analysis theory,target market strategy(STP)theory and 4PS marketing mix theory.Firstly,the paper analyses the research background and the significance of writing,clarifies the research method and content of the paper,then expounds the general theory and concept of enterprise marketing strategy.By analyzing the marketing environment of XY auto mirror company,combining with the current marketing situation and existing problems of XY auto mirror company,this paper puts forward the marketing mix of XY auto mirror company from four aspects: product,price,channel and promotion.Finally,in order to effectively implement the marketing strategy,the relevant safeguard measures are put forward.The author hopes that through this paper,XY Automotive Mirror Company will have a systematic understanding of the market situation of automotive rearview mirror,and play a guiding role in the development of its domesticmarket.At the same time,this paper hopes to have a certain reference for the production and sales of automotive rearview mirror related enterprises.