Research On Marketing Strategy Optimization Of HL Company Automotive Valve Products

With the major breakthroughs and progress made by China’s automotive industry in technological innovation and market,China has been the world’s largest automotive market for 12 consecutive years.In 2022,China’s auto production and sales were 27.02 million and26.86 million,respectively,up 3.4% and 2.1% year-on-year.Behind these figures,the automotive industry also presents some characteristics as follows: For market structure,China OEMs are developing rapidly,halved the market in China;For market segments,the new energy vehicle market continues to grow rapidly and gradually enters the stage of comprehensive growth.For automotive industry chain,the change of market pattern and the development of new technology drive the optimization and upgrading of automotive industry chain.These characteristics and changes also affect the development trend of the entire automotive market and industrial chain.HL Company is a German-funded auto parts supplier.It entered the Chinese market in2011.Its main products are hydraulic control valves used in traditional power(like internal combustion engine)systems.Most of its customers are German-funded and American-funded vehicles manufacturer.Thanks to the slow pace of automotive power system technology updates in the past,and the technology maturity and reputation in this field need to go through several years of market verification and accumulation,which has also led to HL’s highly focus on the products and technology,but rarely pay attention to marketing strategy.With the strong development of Chinese vehicle brands and start-ups,the automakers and component suppliers that focus on traditional power systems are facing unprecedented challenges.HL’s comfortable living environment has been broken,and its business volume will shrink with market changes predictably.In this severe situation,HL is starting the marketing transformation with new products as a breakthrough,and seeking new development opportunities and markets through the development of new products.This paper takes HL company as the research object,starting from its marketing status,combined with the study of organizational marketing related theories and tools,elaborated HL company’s marketing status,as well as the current prominent problems in the process of marketing transformation,through the macro and micro marketing environment analysis,based on the STP theory to find the market positioning.Using the 4P marketing mix theory,it puts forward the optimization plan of marketing strategy from the four aspects of product,pricing,placing and promotion,and explores the paths and methods that are helpful for HL company to expand the market and increase the market share.To help HL company better deal with the challenges from the market and achieve success in the new development direction.