Research On The Optimization Of Automobile Parts Marketing Strategy Of L Company

Looking back at the automotive market in recent years,the first negative growth in the past 28 years happened in 2018.Affected by global COVID-19 epidemic,sales have been at a historically low.As consumers gradually shift from public transport and shared transport to personal travel,the automotive industry is also gradually recovering.With the growth of the industry,L Automotive Components Co.Ltd.（hereinafter referred to L Company）experienced rapid development and sharp decline.In the past business process,it has not only accumulated experience,but also took risks.This thesis conducts relevant research on L company,analyzes the problems and causes in its marketing strategy,and adopts strategy optimization suggestions based on 6P Theory to help the company obtain sufficient competitiveness in the industry.Firstly,it explains the research background,purpose,significance and research content of the thesis,and then combines the relevant literature to show the research status at home and abroad.On the basis of understanding the basic situation of L company,combined with interview analysis,questionnaire survey and other means,t the problems existing in the current marketing strategy of L Company are analyzed,such as lack of competitiveness of products,single product category,single pricing mechanism,disadvantages in the pricing process,limited product marketing channels,single product,heavily dependent on single customer,single promotion mode,insufficient maintenance of public relations and insufficient utilization of political rights.Using PEST Analysis Method and Porter’s Five Forces model,this thesis analyzes the specific marketing environment of L company from the macro environment and industry competition environment,and then combined with the SWOT analysis of L company,it is concluded that the company should adopt SO Marketing Strategy,fully explore the internal and external opportunities,make use of the advantages of capital,site and process guarantee ability,develop new customers,improve market share and obtain higher profits.Finally,based on the SO Marketing Strategy obtained from the above analysis,combined with the marketing problems and causes of L Company,guided by 6P marketing theory and according to the optimization objectives of the company’s marketing strategy,this thesis puts forward optimization suggestions for the existing marketing strategy from six aspects: product,price,channel,promotion,public relations and political rights.Through the use of optimized marketing strategies,further improve the comprehensive competitiveness of L auto parts company,expand market share and increase the company’s profits.At the same time,it also provides a certain reference for the development of L Company’s subsidiary in Nanjing and other similar types companies.