Research On The Marketing Strategy Of GTY Car Tire In Chinese Market

In recent years,China’s political environment is stable,the economy has achieved considerable development,and the national income has increased steadily.In this process,as a part of the automobile industry,the tire industry with the development of China’s automobile industry,has also made outstanding achievements in development.In order to win the market share in China,since 2000,the foreign brand tires in the Chinese market continued to invest,the factory capacity in China is also increasing,according to the tire industry data center,foreign tire enterprises in China’s passenger car tire annual production capacity reached 260 million by the end of 2018.GTY Tire Company entered the Chinese market in September 1994 as the first foreign tire brand to operate in China.After nearly 30 years,it has become one of the leading foreign brands in China’s tire market.However,in recent years,with the change of marketing environment,the competition among various tire enterprises is intensified,and the development of GTY tire in China has encountered great challenges.At present,GTY Tire Company is facing the problems of declining sales volume and sales volume,expansion of production capacity,change of marketing environment,change of consumer consumption habits and so on.If GTY wants to achieve long-term development in the market,it needs to do a good job in marketing strategy planning and implementation in China.In order to give the GTY tire market marketing strategy improvement suggestions more effectively,this paper first uses the STP theory and 4P theory to analyze the GTY tire marketing status quo,and analyzes the existing problems in the current product,channel,price and promotion strategy.Then,in order to put forward the improvement strategy suitable for the current marketing environment for GTY Tire Company,the PEST model and Porter’s five forces model were used to analyze the current passenger vehicle marketing environment,and the SWOT model was used to summarize and give the correct development plan.Next,the Chinese market positioning is sorted out again,and the market positioning suitable for the current development of the enterprise is determined.Finally,suggestions and safeguard measures are put forward to improve the marketing strategy of GTY passenger car tires in China.