The Research On Marketing Strategy Improvement Of Y Company’s Commercial Vehicle Clutch Products

China has the worldwide largest commercial vehicle aftermarket with a trillion level market scale,and the total amount of repairs in the commercial vehicle aftermarket reached 147 million units in 2020.As an essential part of the whole chain in the commercial vehicle aftermarket,automotive parts are facing increasingly fierce competition in the market.Company Y,as one of the prominent participants,accounts for less than 2% of the market share,which apparently failed to grasp the development opportunity of the market.At present,company Y has done studies and decided to make commercial vehicle clutch products one of its priority special products to increase its share in the commercial vehicle aftermarket in the next 3-10 years.Therefore,it is necessary to analyze how Company Y enhances the market share of the products,gains reasonable revenue,and ensures the products continue to create value for customers.This paper firstly uses the market research method for the current sales of commercial vehicle clutch products in Y company and market share of a relatively comprehensive investigation,and conducted detailed analyses of the internal and external environment of the clutch products.It reveals specific problems in the company,such as incomplete product catalogs,pricing far beyond the psychological expectations of end customers,redundant and competitive relationships between distribution channels at all levels,and lack of reasonable and effective promotional approaches.As a result of the research and analysis,the marketing strategy is found to be the primary reason for the unsatisfactory market performance of the company’s commercial vehicle clutch products,thus it is necessary to improve the marketing strategy of commercial vehicle clutch products for the Company Y.Furthermore,according to the 4P theory in the field of marketing,this paper proposes corresponding practical improvement proposals for each of the four problems in the product,price,channel,and promotion of commercial vehicle clutches of company Y.In addition,the marketing strategy for Company Y’s commercial vehicle clutch products proposes to complete the product catalogs,formulating a reasonable price system,reducing the channel hierarchies,enriching the promotion methods,etc.This paper also puts forward the necessary special incentives,cost support,company brand placement,and other corporate-level safeguard measures to provide robust safeguards for the smooth implementation of the marketing strategy improvement proposals mentioned above.Finally,this paper analyzes the performance of implementing the improvement proposals for the marketing strategies of Company Y’s commercial vehicle clutch products and shows that the improvement proposals are effective and have achieved the expected goal of increasing the sales and market share of Company Y’s clutch products.Through the study,this paper provides a relatively systematic thought of improving the marketing strategy of commercial vehicle clutch products for Company Y.The proposal has laid a firm foundation for Company Y to reach its strategic goals,and also supplies valuable experience for the subsequent development and marketing of other products for the company,and has certain reference significance for Company Y and other similar companies in terms of marketing strategy formulation,improvement,and implementation.