Marketing Strategy Optimization Of AGC Automotive China

With the development and change of China Auto market,it brings new opportunities and challenges to auto parts enterprises.Marketing is an important management means for auto parts enterprises to improve their market share,enhance their market competitiveness and assure their sustainable development.Under this trend,AGC Automotive China Company is facing various changes in the macro environment,industry environment and internal environment as well,so it is urgent to research and optimize its marketing strategy.Firstly,this paper sorts out the research results of domestic and foreign marketing theories,especially the latest practical research on the marketing of China auto parts enterprises.And expound the related basic theories and analysis tools of marketing.Secondly,this paper uses the marketing environment analysis theory to make an in-depth analysis of the macro environment,industry environment and internal environment faced by the company,and comprehensively use Porter’s Five Forces Model,SWOT analysis method,to analyze the company’s industry competition status,advantages and disadvantages,opportunities and challenges;Thirdly,combining with the company’s marketing objectives in next years,this paper use STP market positioning theory to re-segment and re-determine company target market,and use 4P marketing theory to analyze current company marketing strategy and propose optimized marketing strategy.Finally,this paper puts forward safeguard measures from four aspects,getting support from company overview level,reforming organizational structure,enhancing training for marketing personnel,and reforming corporate culture,to ensure the implementation of optimized marketing strategy.