Small and medium auto parts companies marketing strategy

The Chinese auto market is booming, and the corresponding auto parts industry is widely viewed in the industry and abroad. In the sharp increase in car sales in 2009, more and more investors were involved in the production and sales of auto parts. At present, in the face of fierce parts and components markets, corporate marketing has gradually become the highlight of auto parts companies. A large number of automotive electronics circles believe that auto parts companies should start from the four aspects of marketing culture, marketing system, marketing strategy, and marketing team to create a truly perfect current and future parts marketing team.

Values ​​have proved to be a source of motivation for the employees' spirit in many cases, and it plays an important guiding role for the company's business operations. Therefore, auto parts companies must cultivate innovative marketing culture and establish scientific, reasonable, and effective corporate values. Through the innovation of marketing culture construction, we cultivate values ​​that are compatible with the survival and development of the company and make it recognized by all employees, thus forming a centripetal force and cohesion. In this way, employees can continue to feel the significance of their own work, and share the same fate with the parts companies, consciously abide by the company's rules and regulations, and carry out creative work. In short, the establishment of scientific, reasonable and effective corporate values ​​to cultivate innovative marketing culture is of great significance for regulating the behavior of marketers and enhancing their marketing capabilities.

In addition, many parts and components companies adopt a typical single sales target assessment system for employees. This distribution system is extremely unfavorable to the growth of employees, especially the development of new employees. Therefore, reforming the distribution system of employees has become a top priority for improving their marketing capabilities. The specific measures are: 1. Change the target assessment system for single assessment sales to a multi-objective assessment system, and change the assessment index from single sales to sales, repayment rates, new customer development rates, sales growth rates, and customer satisfaction. Degree, market share and other indicators. 2. Appropriately increase the basic salary, establish a challenging incentive system, and help employees do a good job career planning, and closely combine the personal development of marketing personnel with the development of the company. 3. Through the improvement of the management system, the employees' business behavior and market actions are standardized. The specific implementation of the system can rely on the marketing meeting system.

The strategic positioning of the marketing and development of the auto parts company brand is nothing more than the determination of the company’s brand, product, price, channels, etc. The key is how the company selects its target market based on its own core capabilities. The establishment of parts companies and brands is the embodiment of brand value. Innovation is the basis of brand value formation. Marketing is the inheritance of brand values. The positioning of parts companies and brands determines the positioning of corporate culture and marketing ideas, and is an inevitable choice for the development of market competition. At present, there are different needs in different regions of the country, and the respective brands of the industry have suitable survival and development. However, there is one point: The development of a brand must be driven by continuous innovation, including product innovation and innovation in marketing ideas. In the more than ten years of development of auto parts and components in China, brands were cultivated, but most of them still lingered on low quality. Business ideas can not keep up with the pace of the times, lack of innovation, lack of sustained core competitiveness, no marketing strategy for the development of the times, auto parts companies how to grow their own business, establish their own brand?

For excellent auto parts marketing team, team members should trust each other, share market interests and research results, accurately grasp the changes and trends of the product market, establish a common brand channel image, and develop and implement the company's marketing plan. To build such a strong and professional marketing team, auto parts companies must first change their concepts, break free from the constraints of internal talent selection, and establish a “eyeball outward” awareness of talent recruitment. The second is to establish a sound talent management and assessment mechanism, give full play to the potential of employees, and establish a sense of teamwork and passion of employees. Next is the training mechanism. The company must recruit new ideas for employing, employing, and supporting people. It regularly plans to use in-training and external training to conduct market research, market development, customer management, access management, promotion, and marketing for marketing personnel. , knowledge and skills training in the areas of public relations negotiations to comprehensively improve the overall quality and professional skills of marketing staff. A company that has a good team is in charge of a good future.