A Research On Marketing Strategy Optimization For H Auto Parts Company

After years of development,product homogeneity is getting severe among auto parts enterprises.In addition,the development speed of China’s automobile industry has decreased,and the industry situation has changed and become worse rapidly.As a result,the competition among auto parts enterprises is fierce.This dissertation intends to take H Company,an auto seat part enterprise,as an example,and explore its development path under severe competition.H Company has been specializing in the seat parts industry for more than 20 years.At present,it has patent and manufacturing rights for hundreds of seat adjustment mechanisms.In 2017,H Company established a joint venture with M seating enterprise(one of Fortune Global 500),laying a foundation for H Company to step into the international market.Due to the continuous improvement of national living standards and the stability of national politics and economy,H Company still has a good development environment in the long run.However,H Company is also facing a lot of adverse factors,such as a large number of competitors and the homogeneity of mainstream products.These obstacles have hindered the current operation and development of the company,resulting in the continuous decline of the market share of the company’s main products.Therefore,how to reverse this unfavorable situation and improve business performance is an urgent problem to be solved by H Company.By using PEST analysis,Porter’s Five Forces and SWOT analysis,this dissertation analyzed the external macro-environment,the five competitive situations of the parts industry,the internal development of H Company,and the opportunities and challenges by its internal advantages and disadvantages.It is found that the root cause of the declining performance is the serious product homogeneity in the industry.However,due to the characteristics of the industry,it is impossible to carry out subversive innovation on the current product in a short time.Therefore,this dissertation considered looking for solutions from the perspective of marketing.By using the questionnaire survey and interview method,combined with STP and 4P theory,this dissertation comprehensively sorted out the deficiencies of H Company’s current marketing strategies: unclear market positioning,lack of product innovation,uncompetitive price,monotony sales channel and poor promotion effect.Finally,based on H Company’s actual situation,this dissertation established the target market for H Company and put forward specific optimization plans for the product.Furthermore,this dissertation formulated corresponding optimization strategies for the product price,channel expansion and promotion.We believe this dissertation provides guidance for H Company’s development in the future.