Research On Marketing Strategy Of Automotive Components Of Changchun EG

In 2021,in regard to the volume in China market,not only production also sales were reached around 26 million,basically with 3.4%-3.8% increase year on year.Generally,still growth trend,but different from the high growth era in the past years,this overall trend speed is reduced.In further years,it will be slower growth,or alternately up and down which will be the new circumstance.In 2022,the automotive market will still face greater pressure and challenge,the biggest problem is still chip shortage,in addition,we can’t foresee this possibility of covid-19 pandemic stop,increased material price which is also key point and impact this market,then lead to order reduction,cost increase,and also may intensify the contradiction,which result in the market competition is expected to become more and more severe.Under these pressure circumstance,more and more OEM will strictly control cost to reduce the pressure of operational and sales.Affected by this,automotive suppliers also face fierce competition and complicated challenges.That’s clear for everybody that automotive industry in China developed successfully over the past many years.Many international component companies have accelerated the localization plan,push development and research,procurement and production in China.However,it should also be valuable to note that some multinational companies have not use correct marketing concept to adapt the requirement of localization,it’s not appropriate on sales strategies,and there is deviation regarding the promotion of product and brand.How to provide better products and competitive price to OEM,how to provide supporting services with better response speed,which are needed to study and consider for this kind of supplier.As for this thesis,first step,the background and significance will be discussed,then introduce research methods and main contents,and comprehensively clarify related theories.Secondly,introduce the development process of EG company in more details,and analyse running situation and existing problem currently.In addition,from the actual sales situation point of view for EG,involve macro and micro,to make the analysis and clarification systematacially.At the same time,combine SWOT method,discuss the advantage and disadvantage in regard to brand,research,quality,and management,and external opportunities and potential threats.In the end,according to STP concept,make this market segment for EG,positioning correctly.Then in accordance with aforementioned comments,complete strategy combination and propose further supporting and protecting measures.