Marketing Management Research Of FR Company Rotor Shaft Product

In recent years,with the development of the electric vehicle,the components market are also growth fast,rotor shaft is the indispensable part of each electric vehicle driving motor.Annual demands will exceed 2.5 million units by 2020.FR is a German company with a long history in the traditional auto parts industry.It has obvious advantages and disadvantages in China market.How to catch up the development opportunity of new energy vehicles,take the rotor shaft as the breakthrough point,launch competitive products and proposal appropriate marketing mix strategy is the most important task for FR Company at present.This article is based on my currently employed FR Company as the research background.First of all,introduces FR Company's existing product line and its marketing model,then research and analysis rotor shaft market demand and supply status.Segmentation the motor shaft markets and clear target customer group,analysis customer purchasing buying behavior,and decision maker's power rate.Based on these,we have 4P(Product/ Price/ Place/ Promotion)combined marketing strategy.In terms of product strategy,it clearly defined the level of new products,the properties and functions it has,manages the development process of new products,and optimizes the product portfolio.In terms of price strategy,based on the value attributes of products and the comparison of competitive products,use superposition method to set standard prices,and adjustment strategies according market changes.In terms of channel strategy,it can be sold through existing channels,also new channels are necessary;the idea is integrating existing channels and managing new channels.In terms of promotion strategy,on one hand,participate the motor shaft well know industry activities;On the other hand,we organized new product launch activities by ourselves,so that more customers can touch it.In order to ensure the effective implementation of the above marketing mix strategy,we need enlarge the sales team and new service system,combines with the special assessment to ensure the correct implementation and effective monitoring of this marketing mix strategy.