Research On Brand Marketing Strategy Of Automobile Parts Of A Company

The rapid development of automobile market in China has promoted a large number of demand for automobile parts,and a large number of joint ventures and foreign-funded parts enterprises have emerged,which has caused great pressure on local parts enterprises.With the transparency of the industry and the continuous improvement of consumers’ consumption concept,the competition between domestic and foreign automobile parts enterprises has gradually upgraded from price competition and product competition to brand competition,and brand marketing has become the core of enterprise development.On the basis of mass production and successful application in rail transit,aerospace and other fields,the carbon ceramic composite materials independently developed by Company A have successfully developed carbon ceramic brake discs for automobiles,which would be the key projects in the future.In order to open up the automobile market and adapt to the market demand and competition,it has become a key issue for the development of automobile business on how to develop the brand effect of carbon ceramic brake products,stand out among competitors at home and abroad,and form a good service reputation in the automobile brake market.Taking the automobile parts industry as the background,this paper selects the automobile parts product business of Company A as the research case.First of all,it summarizes the related theories of brand marketing and brand marketing strategy,and collects and understands some existing research results of brand marketing in automobile parts industry at home and abroad,which lays a theoretical foundation for the writing of this paper.Secondly,the brand marketing environment of automobile parts products of Company A is analyzed from macro environment and micro environment.Combining with the theory of brand marketing,this paper studies the status quo of marketing management and finds out the problems of brand marketing.With the help of 3C strategy model,the core advantages of automobile parts product brand of Company A is excavated.According to the stage model of brand marketing,this paper puts forward some suggestions on the optimization of brand marketing strategy,and the implementation program of brand marketing strategy from three aspects: Brand image building,brand communication and brand marketing.Finally,it puts forward the safeguard measures for Company A to ensure the effective implementation of brand marketing strategy.From the perspective of industry development,this paper analyzes the current situation,challenges and threats faced by automobile parts industry,which has a certain enlightening effect on automobile parts industry to seize the development opportunities and enhance the brand core competitiveness.