The Marketing Strategy Research On The Replacement Tire Market

The automotive industry reached more than 200 million units in operation after over 20-years rapid development in 2018.The volume of aftermarket provides a great opportunity for replacement tire.Global tire manufacturers expand the capacity in China and increasing number of Chinese companies join this market.The advantages of technology and original equipment of global brands are reduced as the Chinese tire manufacturers are growing fast.By the end of 2018,it comes the first negetive growth of Chinese automotive industry.The lag of the automotive leads to the over-capacity of aftermarket.The competition of the tire industry becomes severe.In the meantime,the booming of the internet links the information gap between demand and supply.Tire companies cannot gain the conservative volume from the high volume of original equipment market.The consumers are having the diversified demand as they rarely have the kownledge on tires several years ago.Not only the price,but also the logistics,service,experience and social are becoming more and more important.The traditional marketing strategy of tire companies cannot meet the rapid developing demand of the consumers.In this paper,the replacement tire business of B company is researched as an example.The exploring is based on the marketing situation with methods of lecture researching,market interview and employees interview.The marcoscopic and microsopic of the replacement tire market are analyzed by means of PEST model and Five Forces models.The painpoints are discovered by using STP theory and 4Cs theory.Then,the improvement marketing strategy is raised through combining the current situation of company B and the advantages of the Internet.At last,it is the suggestion of risk control and implementationThe research on replacement tire of company B supports the development of marketing strategy of Chinese replacement tire market.In additon,it is a reference of marketing strategy for other global and local tire manufacturer,which helps the industry sustainable development in the long run.