Research On Marketing Strategy Of Automotive Connector Of AOTO Inc.

The connector is a functional element which is connected with the circuit by means of the function of the electric signal or the mechanical force.The rapid development of the global industry to promote the connector has a broad space for development.Up to now,the connector has become the market size of more than $50 billion.With the development of electronic technology in recent years,the application of connectors in the automotive industry is becoming more and more attractive.Although the automotive connector market is quite large and the growth trend is obvious,the current connector suppliers of vehicle factory and Tier1 enterprise are still foreign connector manufacturers.Local connector companies mainly rely on local advantages and low cost advantages to compete with global connector suppliers.But due to the economic base is relatively low and technical strength is relatively backward,local connector company's share is very limited,only 15%.How to expand the market share and improve the core competitiveness is the problem need to urgently solved for every local connector enterprise include AOTO Inc..Based on the strategic management theory as the guiding ideology,this paper is divided into four parts.First introduces the marketing strategy theory,including the connotation,marketing strategy type,general process,relationship with the enterprise's strategy and industrial product marketing strategy theory.Secondly,in combination with the AOTO Inc.business development and marketing status,this paper respectively using the tools,such as PEST and Porter's five forces model from the analysis of the AOTO Inc.'s internal and external environment of through the actual investigation within the company,then concluded the internal and external key factors matrix affect the company's marketing,comment and recognition of AOTO Inc.'s business opportunities.Again,on the basis of analysis of the internal and external environment,using STP method to conduct market segmentation,target market selection and market positioning analysis,determine the AOTO Inc.'s marketing strategy,objectives and implementation steps on the basis of strategic analysis,and construct the specific marketing mix strategies around the company's overall strategy and marketing strategy.Finally,From the strategy implementation process,control and safeguard measures three aspects to elaborate.This paper in the course of the study with the actual situation of AOTO Inc.and the theory of marketing strategy,through analysis,research and summary in a variety of ways,make the centralization marketing strategy base on the intensive company overall strategy and its application to the actual,not only for AOTO Inc.in the automotive connector market strategic layout to provide guidance,also for the same type of domestic small and medium enterprise connector of positioning marketing strategy to provide reference.