关键词:汽车;零部件;市场营销;制定;策略
ABSTRACT
Under the perfect growing market economy with Chinese characteristics, the accurate marketing strategy is an important problem which enterprise faces to expand market share and ensure continuous and steady development. And it’s also a problem to establish and consummate modern enterprise system which enterprises need to resolve urgently. With the development of global economy, gradually restructuring of China's economic system and consummating of the legal system, one of the important problem is how to find a marketing strategy which correspond with the characteristics of the trade and the market environment.
Depending on the forecast of State Department development&research center that the total demand of car will be 57, 360, 000 till the year of 2010, and till the year of 2020 will be 137, 650,000 in China. In the meantime the profit of car industry is more than 30%or 35%.China car industry starts to increase their manufacture capability due to the high demand and the tremendous profit. The current car makers manufacture capability will be 4,000,000 in the year of 2008.With the great development of china’s car industry, China will becoming the production-base of global car components manufacture. The current situation of China is The manufactory capability is limited, have no develop experience and strong local-protection policy, have no enough investment, the local supplier have no above mentioned abilities also to cooperation with the car makers, and the limited lead time of new project can’t get the requirement from customers. According to this, this article explores to build a marketing strategy which is coincident with the situation of china’s auto accessory market and fit modern market economy environment under the guidance of theory and existing marketing strategy of company.
First of all, the author introduces the background and significance of titles selected for publication, research methods and thesis structure in this article briefly. Secondly, the author expounds the correlatives theories which are managed in this article from the theory angle. And the article also introduces the basic theory of marketing, brand theory, service marketing theory, market price theory, marketing channel theory and relation marketing theory. The introduction of these theories is the basic of research and design and the facility of exertion. Then, according to the specific market situation the article introduces the status of China's automobile industry, development trend and the impact of the auto parts industry. After that the author introduces the status of china's auto parts industry's and development trend, marketing environment. Then, for the characteristics of china's auto parts enterprise and the status of industry, designing pricing strategy, channel strategy, brand management strategy, service strategy, which is one of the important parts of the article. At the end of the article is the summary of the marketing strategy, the evaluation of the application and the social economic value and the outlook of the latter part of the research work.