hh汽车零配件公司市场营销策略分析-marketing strategy analysis of hh auto parts company.docxVIP

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hh汽车零配件公司市场营销策略分析-marketing strategy analysis of hh auto parts company.docx

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hh汽车零配件公司市场营销策略分析-marketing strategy analysis of hh auto parts company

ABSTRACTRecent years, with the increasing of car ownership in China, Chinas auto-parts industry is developing rapidly and many famous foreign brands enter the Chinese market. The emergences of many new auto parts companies undoubtedly intensify the market competition in domestic auto parts industry.All kinds of auto parts enterprises take various methods to expand distributionchannels and spare no expense to explore customer resources. The Major Brand Suppliers pressure the auto parts agents to rapidly expand market share and improve social visibility which cause chaotic competition among the auto parts enterprises and affect the profit.Inevitably, HH faces these problems. Then how to carefully define target market; establish suitable and practical marketing strategy, and how to use the marketing tools scientifically to expand market share and forge the enterprises kernel competitive capacity has become the problems we have to resolve immediately.Based on the analyzing and researching thoroughly about the marketing strategy and marketing environment of HH, this article tries to explore the methods of targeting market and establishing marketing tactics, and point the marketing problems enterprises facing out then solve them from four different aspects: products; price; sales promotions; and channels.Key words：HH Company; Auto parts Marketing; Marketing Strategy;目录目录.................................................................................................................... I第一章绪论 .......................................................................................................... 11.1 研究背景............................................................................................. 11.2 研究的目的和意义.............................................................................. 11.3 研究方法和内容 ................................................................................. 2第二章市场营销策略相关理论综述..................................................................... 3