Research On The Marketing Strategy Of Wiper Products Of Bosch Automotive Product(changsha)co.,Ltd

With the development of economy,the continuous improvement of GDP in recent years and the increase in the per capita disposable income of Chinese residents,the development of the domestic automobile consumption market has exploded.The automobile market has also led to the rapid development of the auto parts market.Due to the increasingly fierce market competition environment,the WS BU in Bosch(Changsha)should recognize their own strengths and weaknesses,enhance advantages and avoid disadvantages,develop and implement the correct marketing strategy,promote the market share of the wiper products and get more profits.This paper is all about to solve these problems.In chapter 1 introduced the research background,the significance of the thesis,the relevant theoretical bases and literature reviews.In chapter 2 of this paper,the PEST theory system is used to analyze the macroscopic environment of WS BU in Bosch(Changsha).China at present as the world’s second largest economic entity,the ecomonic development trend is stable.The per capita disposable income of Chinese residents is increasing year by year.The legal and policy environment of auto industry is loose.The macroscopic environment is good for the development of the auto and auto-parts industry.Then this paper analyzed the competition condition of wiper products through Porter’s Five Forces Model.The potential possibility of the new entrants of wiper droducts is high.The trade is becoming fiercer in competition of auto-parts industry.The buyer bargaining power of the OEM is strong.But most suppliers of wiper products have weak bargaining power.And under the current technology level,the threat from the replacement of wiper products is small.According to the analysis of Porter’s Five Forces Model,the competition in the whole auto-parts industry is fierce.Then this paper analyzed the microcosmic environment from following perspectives: customer demand,supplier.The SWOT-tool is used to analyze the advantages and disadvantages of the wiper products in Bosch(Changsha).In chapter 3,the STP theory is used to analyze the Market Segmentation and get the result of the target market and market positioning.Finally,based on the 4Ps-theory,the thesis could get the proper integrated marketing strategy which is beneficial to further expand the market share of Bosch(Changsha)’s wiper products.In chapter 4,all the supporting measures are listed from following aspects which are good for the strategy implementation: organization,recruiting and staffing,R&D capacities and enterprise culture.And based on the above analysis,I draw the the conclusions in this paper.This paper is based on the actual situation of Bosch(Changsha)’s wiper products.Relevant marketing theories are used to get the feasible marketing model.It is expected to provide references to similar enterprises for the marketing strategies.