Research On Marketing Strategy For M Company’s Automotive Maintenance Business

The rapid increase of car ownership in China and the continuous improvement of the average age of cars have promoted the rapid development of the automobile aftermarket.Automobile maintenance refers to the service of maintaining different parts of automobile,the automobile maintenance market is an important part of the automobile aftermarket.Mobile Internet and digital technology are quietly changing the automotive maintenance market.Facing this opportunity,the research of marketing strategy is particularly important for the healthy and sustainable operation of related enterprises.M Company is a diversified multinational company with a long history.Automobile maintenance business is one of the important parts of M Company’s business.With the change of industry structure,M Company’s automobile maintenance business has encountered a series of challenges and opportunities.This dissertation conducts an in-depth study on the marketing strategy of M Company’s automobile maintenance business based on the theory of marketing management and the actual business operation of M Company.In this dissertation,PEST,five Forces model and other tools are used for the in-depth analysis of the internal and external environment of M Company,the competitive situation of M company and its strengths and weaknesses are identified,the market segmentation,target market selection and market positioning are carried out based on STP theory,the consumer demand characteristics are deeply understood through qualitative interview and quantitative questionnaire survey,the consumer behavior is deeply analyzed,the marketing mix strategy is optimized from the four dimensions of product,price,promotion and place based on the research conclusions of internal and external environment,market segmentation and demand research,the supply chain optimization is studied to ensure the implementation of marketing strategy.This dissertation aims to develop scientific,reasonable and feasible marketing strategies to drive the healthy growth of business.It is expected that this dissertation can provide some reference value for the formulation of marketing strategy or theoretical research of enterprises in the current automotive maintenance market environment.