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1、CHINESEMARKETTACTICSRESEARCHOFBOSCHAUTOMOTIVESERVICESOLUTIONDEPARTMENTABSTRACTAstheoutbreakofthedomesticautomobilemarketinthepastseveralyears,thequantityofcarsinChinahasgottoanewlevel.Atthesametime,becauseofsomanycarbrandsindomesticmarket,thecompetitionofautosalesmarketisbecomingfiercer.Theautomo
2、bilesalesmarketmarginsareshrinking.Inthetwokindsofsituation,automotiveaftermarketbeginsgraduallytoreplacethecarssalesmarketofthenewprofitgrowthpoint.Butinsuchariseinthemarket,Bosch'sannualsalesgrowthratedeclinescontinuously,andbegantobelowerthantheautoaftermarketindustry'soverallgrowthrate.Boschg
3、roupsetsastrategyrequirementsallofitsdepartmentsgrowthratesshouldbehigherthantheindustry’s.Inordertosolvethisproblem,firstofall,analyzethemacroenvironmentandindustryenvironment,aftercombiningtheanalysisoftheinternalenvironmenttofindoutthereasonfordeclininginsalesgrowth.SWOTandSTPmethodwillbeusedi
4、ntheanalysis.Finallyfindoutthereasonisduetotheexcessiverelianceonkeycustomers,andnoreasonableallocationofresourceswithinthecompanyaccordingtothecharacteristicsofdifferentmarketsegments.Aimingatthisproblem,thispapergivesadviceofproducts,pricing,salesmodeandbrandpromotionaccordingtothedifferentmark
5、etsegments.TheseSuggestionscanhelptheBoschServiceSolutionDepartmentimprovemarketingefficiency,gainahighermarketshareandstopgrowthrateofsalesdecline,allowingBoschServiceSolutionDepartmenttokeepupwiththeBoschgroupgrowthstrategy.KEYWORDS:automotiveaftersalesmarketsegments,brandpromotion,brandpromoti
6、on,carmanufacturers,independentaftersalesmarket目录第1章绪论.............................................................................................................................................11.1研究背景..............................................................................................
7、..........................................11.2研究的问题....................................................................................................................................21.3研究的思路与方法.......................
