zh公司米其林产品市场营销策略分析word论文.docxVIP

AbstractDeeply influenced by the automotive industry,the tire industry in one of the mainly supporting industries of the automotive industry. Chinas auto market has developed rapidly by more than 10 years since 2002 and the annual growth rate nearly reaches twently percent. In such an environment, tire market also has developed rapidly in recent years.As an important channel member, wholesalers play a crucial role in the tire distribution. Alone with the rapid growth in the tire market, many wholesaler enterprise has developed rapidly over the past decade or two. However,in recent years, wholesalers faced a rapidly changing market environment, and the emergence of this new environment changes the old marketing strategies. How to change their marketing strategies to respond to the new markting environment is a problem to solve to the wholesalers.In this paper, the object of study ZH company is the French Michelin tire wholesaler in Henan province. We introduced ZH company and Michelin tires in the micro environment and analyzed the demand on the tire products and the competitive environment the company faced. We can see the new environment such as the pressure from the upstream tire manufacturer, the counteract competition and the change of the retailers.Combined with the companys current marketing situation,the article present some ZH company Michelin product marketing problems. Such as the existing marketing orperating is too simple, staff lost is too hign and customer satisfaction is lower than before. To solve these problem, we deeply analyzed and pointed out the main reason for these problems is the old marketing strategy can not adapt to the emergence of the new situation.Finally, according to the ZH companys marketing problems, put forward from product and price, channel and promotion, customer service and other aspects optimized strategy, and gives some specific suggestions; then, this article puts forward some concrete measures from the Institutional system,