Study On Marketing Strategy Optimization Of Y Tire Company

As an important part of the automobile,the tire industry has become the largest tire producer in the world with the growth of the national economy,the rapid development of the highway infrastructure and the automobile industry.As the international tire manufacturing industry gradually shifts to China,the Chinese tire market has become an international competitive market.In recent years,Y Tire Company has faced competition and challenges from many foreign brands and local brands in China.In an increasingly fierce and rapidly changing market,consumer's demands are changing higher and higher.Under such circumstances,how should Y Tire Company develop a marketing strategy that is in line with the current market,thereby creating its own core competitive advantage and winning the market,to maintain sustainable development.Based on Y Tire Company,this paper analyzes the macro environment of Y tires in the Chinese market,using PEST(legal policy factors,economic factors,scientific and technological factors,social factors)and five-force analysis model(The ability of bargaining power of suppliers,the ability of bargaining power of buyer,the potential threat of new entrants,the threat of substitutes or services,and the competitive rivalry between existing companies in the industry)to analyze for the macro environment and industry,and to point out the company existing problems and reasons until now.With the help of STP theory,segment the market of Y tires,make the choice of target market and position the market.The 4P theory is used to optimize from product strategy,price strategy,channel strategy and promotion strategy,and the steps and guarantees for the implementation of the new marketing strategy of Y Tire Company are given.Through the research on the optimization of marketing strategy of Y Tire Company,this paper is beneficial to Y Tire Company to formulate a marketing strategy that is more in line with the current domestic market conditions.It can also provide reference for other foreign-funded enterprises to formulate marketing strategies in the domestic market.At the same time,it also serves as a positive reference for domestic tire companies to learn from their leading foreign companies.