“Product†represents the combination of goods and services provided by the company to the target market: “Price†represents the price when the customer purchases the product: “Sales Channel†represents the various activities that the company can make its products enter and reach the target market or target customers. : "Promotion Means" represents the various activities that companies promote to describe the merits of their products and persuade target customers to purchase their products. Because these four nouns are all in English, they are abbreviated as. The combination of marketing factors is the arrangement of the four.
The combination of marketing factors is not a fixed static combination but a variable composite structure. Enterprises can mix and match according to their own goals, combining well, the foundation is solid; the combination is not good, the company will have the possibility of collapse at any time. This article tries to optimize the combination of Liuzhou Auto Parts Factory's marketing practices. Liuzhou Automobile Fitting No. 3 Factory, hereafter referred to as the No. 3 Auto Parts Plant, is a city enterprise in Yufeng District, Liuzhou City. It mainly produces auto muffler and other auto parts products.
Thanks to the well-utilized marketing mix strategy, it has now occupied the auto parts market in Liuzhou and even Guangxi, and has become a professional manufacturer of auto parts for Guangxi Auto Machinery and Dongfeng Motor Group Liuzhou Automobile Factory and Guangxi Wuling Automobile Group Liuzhou Mini Vehicle Factory. And get a better economic efficiency, become a leader in urban enterprises in Liuzhou.
In order to adapt to changes in the market, the Auto Parts Factory increased large-scale equipment such as tons of hydraulic presses, ton punch presses, hydraulic presses, ton double action stretchers, and seam welders by raising funds. These large-scale equipment are almost absent from manufacturers competing in the same industry in the region. of. At the same time, it also strengthened its technical transformation. In the past three years, the plant and Wuhan Automotive University jointly developed hot-dip aluminum steel and successfully launched new types of automotive muffler products. These products have greatly improved high temperature resistance, high thermal oxidation resistance, sulfur dioxide resistance, and atmospheric corrosion resistance. Extended product life. At the same time, it also developed multi-catalyst automotive exhaust mufflers and mufflers for Liuzhou mini-cars. As the products they produce are marketable and sales are rapidly increasing, these new products are still popular in the auto parts market in Liuzhou and Guangxi. The muffler products must first meet the requirements of the host manufacturers for automotive quality standards, and on this basis continuously improve the environmental protection performance. This is because the protection of the environment is a basic national policy of our country. The development trend of China's automobile industry must be to maximize the car's performance. To reduce the environmental pollution, and auto parts manufacturers must have a sense of environmental protection in advance to better adapt to the production of cars. The plant's successful multi-catalyst automotive exhaust muffler and other new products have such capabilities.
Second, in the pricing strategy, because the products produced by the plant are mainly oriented to Liuzhou Automobile Factory and Liuzhou Micro Automobile Factory, they will be promoted to the market, including newly developed products, at prices acceptable to these automotive mainframe manufacturers.
Third, on the sales channels, according to the actual situation of the company, the sales of the products are mainly responsible for the sales department of the factory, and the internal sales responsibility system is adopted. The responsibility is broken down into every sales person, and a strict assessment is conducted to ensure sales. The realization of the goal.
Fourth, in terms of promotion methods, the marketing campaign is mainly conducted through various sales and ordering conferences. As the plant's product quality and performance are far superior to those of other competing manufacturers, it has been relatively successful in the automotive OEMs and the auto parts market in Liuzhou and Guangxi.
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