Research On Marketing Promotion Strategy Of Y Company’s Remanufactured Auto Parts In Aftermarket

In recent years,with the increase of China’s opening to the outside world,China’s products have gradually stepped out of China to the world,Which has brought vigorous development to China’s manufacturing industry.With the continuous growth of economy,the quantity of products continues to increase,the quantity of waste products is also growing rapidly,environmental protection,safety,resources and other problems are also one after another;At the same time,the traditional manufacturing industry brought labor,material costs surge and other challenges.How to recycle waste products,protect the ecological environment and reduce the cost and energy consumption has aroused the high attention of the country,enterprises and customers,and the remanufacturing industry has received increasing attention.With the support of national policies,the rapid development of remanufacturing industry has not only brought opportunities,but also intensified market competition.In the automotive industry,the development of parts remanufacturing has also become a hot topic in recent years.Because the parts remanufacturing industry is currently in the growth stage,the market has not yet formed fierce competition,and the number of enterprises is also increasing,and new enterprises are constantly joining the competition,which is a good time for enterprises to build product image and corporate image in the long term.Therefore,it’s crucial for remanufacturing enterprises to formulate correct product marketing strategies and take measures to ensure its implementation.As a newly entered auto parts remanufacturing enterprise,Y Company is now at a good time to expand its territory.This paper takes Y remanufacturing company as the research object to conduct research on the marketing strategy of auto parts remanufacturing products,in order to explore and solve the problems existing in the process of auto parts remanufacturing products in the post-market promotion,and to help Y Company formulate effective marketing strategies for the problems.First of all,this paper expounds the background and significance of the research on the product marketing strategy of Y remanufacturing company,analyzes and summarizes the domestic and foreign research situation of remanufacturing product marketing with the method of literature analysis,and establishes the research content,methods and technical route.Secondly,the paper gives a brief introduction to the relevant marketing theories,which lays a solid theoretical foundation for the later research of remanufactured product marketing strategies.Thirdly,through the analysis of the whole reproduced auto parts marketing environment,applying the survey and comparison method,through comparing the sales status of domestic remanufactured parts with the sales status of the United States and Japan,and on the basis of the survey and analysis of consumers’ acceptance of remanufactured parts,this paper sums up the problems existing in the promotion process of automobile parts remanufactured parts in the automobile aftermarket.Then,according to the actual situation of Y company,combined with the problems existing in the post-marketing process of remanufactured auto parts,the marketing strategy suitable for Y Company’s remanufactured products is formulated.Finally,the paper puts forward the safeguard measures that are conducive to the implementation of the remanufactured product marketing strategy of Y Company.