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1、摘要方面进行分析,从而对ZFBE公司的营销策略提出若干改进意见，最后，对ZFBE公司的产品线策略进行全面的分析并结合减震橡胶行业的发展趋势，提出公司的未来产品发展策略和建议。关键词ZFBE、营销策略、组合预测、SWOT分析、产品战略II万方数据AbstractAbstractTheNVH(Noise,VibrationandHarshness)characteristicisoneofthefivekeyperformancesofacar.Withthedesignofcar'shigh-speeddriving,lightweight,andpeoples
2、’constantcomfortablerequirements,theissuesofNVHbecomeincreasinglyprominentandpeoplepaymoreattentiontoit.Therefore,NVHdampingrubberproductsarefrequentlyusedintheautomobileindustry,anditshowsarapidgrowthtrendindemandofdampingrubberproductsmarket.Butitalsomeansfiercecompetitionofdampin
3、grubberproducts，thecompetitionenvironmentbecameincreasingfierce.Inrecentyears,moreandmorecompaniesareeagertojointotheautomotivepartsindustry,especiallyintheareaofautomotiverubber-metalparts.Comparewithotherimportantpartsofautomotive,ourrubber-metalindustryisonthewayofincreasingproce
4、ss,theR&D,manufactureetc.hasnotbeencompletelymonopolizedbyinternationalcounterparts,thecurrentdomesticandinternationaldevelopmentoftheautomotiveindustryalsoprovidesabroadmarketspaceforthedevelopmentoftheindustry.Intheautomobileindustry,autopartsindustryisinagenericandinnovativesymbi
5、osis,specialdevelopmentchallengesandopportunitiesathomeandabroadtherearesomeresearchersfromthecapitallevel,theleveloftechnologicalinnovation,marketdevelopmentlevelsofdifferentplacestostudyanglesdevelopmentTrendofChina'sautopartsindustry.ZFBorg,asaninternationalrubber-metalpartstrade
6、scorporation,hasachievedagoodperformance,sinceitwasestablished.Butitalsofacedanumberofmarketingproblems.AlthoughZFBorgisoneofthebestcompaniesinthenon-rubberindustry,thereisstilllotsofproblemssuchasproductpriceandunclearofcompetitor’spositioning.Gainingacompetitiveadvantage,andhowtod
7、evelopmarketingstrategyisworthyofstudy,whilefacingnewopportunitiesandchallenges.Inthispaper,theauthormainlyanalysisthemarketingstrategyofforeigncompaniesinautopartsindustry-ZFBogeElastmetall(Shanghai)Co.,Ltd.Firstly,theauthoranalysethecompany'sindustryenvironment,byusingseveralpredi
8、ctingmethodsandthei
