本文是一篇市场营销论文，笔者认为中国汽车零部件行业巨大的市场潜力和广阔的前景为行业内的公司提供了机会，但也导致了日益激烈的竞争。把握市场趋势，抓住机遇，提升自身核心竞争力，已成为整个汽车零部件行业探索和解决的难题。作为一家早期专门为梅赛德斯-奔驰（Mercedes-Benz）和宝马（BMW）生产汽车配件的公司，由于环境的不断变化，过去几年在海外市场积累的经验和优势正在减弱。如何提高LS在海外市场的竞争力，如何提升品牌知名度，如何实现出口价值的可持续增长，这些问题的解决至关重要。
1 Introduction
1.1 Research Background, Significance, and Objectives
1.1.1 Research Background
With the continuous increase of vehicle holdings, the automobile market has graduallyexpanded its demand for auto parts and raise its requirement in various aspects. Inrecent years, the auto parts industry has gained tremendous momentum in China.Statistics collected by China Automotive Industry Association have shown that theChinese auto part industry has represented a stable increase, with a compound annualgrowth rate of 7.17% from 2012 to 2018. In 2018, the auto part market remained thegrowing trend. According to the statistics collected from 13019 auto part corporations,the annual income of major businesses was accounted for 3.37 trillion yuan, anincrease of 4.20 % year-on-year. What’s more, the market size had expanded up to3,616 billion yuan in 2019.
As China’s auto parts industry's international competitiveness continues to grow,China-based auto parts companies have made their way to the global auto partsprocurement system successfully. Influenced by the globalization of the automobileindustry chain, the export value of China's auto parts industry is also showing anincreasing trend. Relevant data show that between 2009 and 2019, China’s auto partsexports rose from 12.959 billion dollars to 53.03 billion dollars, with a compoundannual growth rate of 16.95%.
Changzhou, Jiangsu Province, is one of the famous auto parts bases in China. From2018 to 2020, Changzhou has witnessed an increase of over 1,000 auto partsmanufacturers every year. Although China’s auto parts companies' overall profitabilityis relatively stable, the overall industry profitability is on a downward trend due toincreasingly fierce industry competition, rising raw material prices, and exchangerates. The domestic automotive factory-installed market and the automotiveaftermarket have not been strong enough to meet companies' needs to maintain benigngrowth and development. In 2020, the outbreak of the COVID-19 pandemic in Chinahad led to companies' failure to carry out routine operations for more than two monthsafter the Chinese New Year. As a result, many companies are unable to make timelydeliveries. After the coronavirus spread almost worldwide, international export trade was affected to a certain extent, but the export volume did not decrease significantlyin the short term. By the end of 2020, the overseas epidemic was still taking a turn forthe worse, which may result in a bad impact on export trade in 2021. With newopportunities such as economic globalization, the support of national foreign tradepolicies, and the rise of e-commerce and cross-border e-commerce in the era of thedigital network, Chinese companies are constantly seeking to expand their foreignmarkets.
1.2 Research Methodology and Content
1.2.1 Research Methodology
This study is action-oriented research based on theoretical and empirical analyses. Inorder to solve the focus problems faced by the enterprise, the research methodsadopted in this paper mainly include:First, the literature research method
Through the study of marketing, marketing strategy management and other relatedliterature in recent years, it has reviewed domestic and international journals andmaster's and doctoral dissertations on corporate marketing strategy research as thetheoretical basis for the research topic.Second, the field survey method
Through 10 years of working experience in LS Company, the author has a clearunderstanding of the actual operation and management of LS Company and thecurrent situation of overseas marketing strategy. Through face-to-face communication with entrepreneurs in this industry, it grasps the current market situation and trends ofauto parts. By visiting distributors in d
