| After my country’s reform and opening up,in order to speed up economic development,it joined the international financial and trade organization to realize the globalization of enterprises.At the same time,it also allowed many foreign enterprises to enter the door and compete with domestic enterprises.The auto parts industry is one of many industries.,The domestic auto parts manufacturing enterprises have accelerated their development in the fierce market competition environment,which has promoted the healthy development of the automotive aftermarket environment.At the same time,various enterprises have also formed fierce competition under limited market resources.In this context,how to occupy a place in the Chinese market through effective marketing strategies has become the top priority of different trading companies.The competition for resources in China’s automotive aftermarket needs to be combined with China’s national conditions to understand the company’s own advantages and shortcomings.,forming a corporate brand image recognized by Chinese consumers,Guangzhou ZDF has always been a leader in my country’s auto parts trading enterprises,good at market analysis,and has seized market opportunities for many times to achieve stable development.With a lot of market experience,it has established its own marketing channels and its own brand,which is a great progress for national enterprises.However,as more and more companies enter the auto parts trade,market competition has put forward higher requirements for traditional companies.In order to further survive and develop in this red sea,and to stand firm in the era of rapid development of new energy vehicles The heel must more accurately grasp the "pulse" of market demand in order to achieve sustainable development.This paper studies the marketing strategy of automobile aftermarket,which is of practical significance for similar enterprises to use as a reference and to guide the market dilemma.This paper firstly explains the current status of product marketing strategies of ZDF Trading Co.,Ltd.and its agents,and proposes the following problems: serious price competition among dealers,difficult inventory allocation,low order fulfillment rate,high brand promotion costs,difficult market penetration,and end-customers’ concern for distribution.Business satisfaction is poor.Analyzed the serious problems of dealer price competition and cross-selling caused by the channel model not meeting the market demand and product promotion,the low order fulfillment rate caused by the insufficient spare parts inventory management mechanism,and the high publicity cost and penetration difficulties caused by the design of the marketing model.,The satisfaction of different dealers caused by different concepts.Using SWOT analysis theory,the advantages,disadvantages,opportunities and threats of ZDF Trading Co.,Ltd.’s current internal and external brake product line are expounded in detail.The 4P marketing strategy adjustment plan is proposed,and measures such as information management to improve auto parts marketing ability,construction of auto parts supply price management mechanism,improvement of auto parts distribution and technology enhancement channel capabilities,and institutional guarantee for promotion strategies are proposed.Ensure that ZDF’s marketing strategy can be effectively implemented.It provides scientific reference for ZDF’s market development and performance improvement,and provides reference for the formulation of marketing strategies of similar companies. |
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