Chinese Market Tactics Research Of Bosch Automotive Service Soluyion Department

As the outbreak of the domestic automobile market in the past several years, the quantity of cars in China has got to a new level. At the same time, because of so many car brands in domestic market, the competition of auto sales market is becoming fiercer. The automobile sales market margins are shrinking. In the two kinds of situation, automotive aftermarket begins gradually to replace the cars sales market of the new profit growth point. But in such a rise in the market, Bosch's annual sales growth rate declines continuously, and began to be lower than the auto aftermarket industry's overall growth rate. Bosch group sets a strategy requirements all of its departments growth rates should be higher than the industry's. In order to solve this problem, first of all, analyze the macro environment and industry environment, after combining the analysis of the internal environment to find out the reason for declining in sales growth. SWOT and STP method will be used in the analysis. Finally find out the reason is due to the excessive reliance on key customers, and no reasonable allocation of resources within the company according to the characteristics of different market segments. Aiming at this problem, this paper gives advice of products, pricing, sales mode and brand promotion according to the different market segments. These Suggestions can help the Bosch Service Solution Department improve marketing efficiency, gain a higher market share and stop growth rate of sales decline, allowing Bosch Service Solution Department to keep up with the Bosch group growth strategy.