Research On Marketing Competitiveness Of Webasto Roof System(Chang Chun) Co,. Ltd.

With the continuous development of market economy in China,the car is more andmore popular. At the same time,China’s car market also gradually has become a verycompetitive market. Many global multinational auto companies to participate in thecompetition for China’s auto market one after another. In order to gain market competitiveadvantage,many automobile manufacture is according to the market’s new demand to createnew products,new design new marketing strategy, to meet the needs of moderncustomers,gain market competitive advantage. Webasto company is one of the world’sbiggest auto parts manufacturing company,as a leading firm has more than one hundredyears history of auto parts,Webasto companies have a more powerful car parts to develop ateam, also has a mature marketing and management system and the system. Webasto roofsystem of changchun co.,LTD.,founded in2002, is set up headquarters in Shanghai after thefirst set up branch office, the establishment of the company in changchun mark Webastoskylight business gradually began to expand in China. Under the background of rapiddevelopment in the face of China’s auto market, Webasto roof system of changchunco.,LTD.,we need to build to increase the competitiveness of its marketing strategy.Company in changchun, the author aimed at the problems existing in the marketingmanagement are analyzed,through the analysis,find the cause of the problem.Finally,according to changchun Webasto roof system co.,LTD.,product characteristics,product quality and service quality,improve for changchun co.,LTD. Marketing strategy isput forward,solving Webasto chang chun co.,LTD.,the problems existing in the roof system,enhance the company’s core competitiveness.In detail,this research is divided into six parts. The first chapter is the introduction ofthis study,the authors of this study are introduced in the introduction selected topicbackground,research significance and purpose of this paper study,as well as researchmethods and main research content. The second chapter for the summary of relevanttheories,this chapter the author mainly from the marketing management theory,corecompetence theory as the foundation,and combining with the competitive advantage andrelated theory,service marketing as the theoretical basis for the practice of research in this paper. The third chapter and the fourth chapter is the key part of this study. In the thirdchapter,the author illustrates in detail Webasto roof system (changchun) co.,LTD.,andthrough the two aspects of the internal environment and external environment analysis of thecurrent situation of marketing management analysis,analyzes the problems existing in themarketing of the company. In the fourth chapter,the author according to Webasto roofsystem (changchun) co., LTD.,development and marketing of the status quo,analysis of thecompany’s marketing competitiveness,and through the SWOT method to the company’smarketing strengths,weaknesses,threats and opportunities to conduct a comprehensiveanalysis, it is concluded that comprehensive evaluation. In the fifth part, the author putforward to promote Webasto roof system (chang chun) co.,LTD.,policy Suggestions on thedevelopment of competitive,strategic implementation safeguard measures to push thecompany’s sustainable development. Finally,in the sixth chapter the author in this study aresummarized,at the same time is prospected for the future further research and planning.