Research On Marketing Strategy Of Thermal System Products For Bosch Automotive Components(Changchun) Co.,Ltd.

Since China join the World Trade Organization(WTO)in 2001.China's economic is developing at a high speed.Auto industry also keeps the same developing speed with economic.Many local or foreign auto companies build the factories in China.Many international automotive components companies come to China to extend their business market.The related shareholders earned lots of money during the huge sales and required volume increasing.But the China auto market is not as good as forecast.Even the sales volume is 28.08 million,but compared with 2017,it decreased.It the first time that auto sales volume goes down and the 28 years continues increasing status had stopped.For the performance of 2019,auto market is under the winter and it will keep several years as proposed.Most of the factories face to the urgent is that how to keep alive in this terrible situation.Bosch,which is the top 1 automotive components company,also faces to the same problem.This is what this thesis will investigate.Bosch Automotive Components(Changchun)Co.,Ltd.is the researching target.After collected and organized the marketing data,combine the theory with practice,although concern to the auto industry development status in 30 years.We found out the root cause from external.For internal the company,we will also investigate the reason why the business is impacted.Base on the internal and external reasons,then we should have the market strategy.As the research result: The Chinese local components companies rise sharply,some of them extend their business share step by step.It impact to Bosch(Changchun)business,which including the running projects and coming business.For internal reason,we found the material cost and labor cost increased these years.It leads to high products price.When we have new projects quotation chance,high price will make us in a weak situation.So overall consider to the market status,we research on the new market strategy.And have the measures to control the cost to make Bosch products more competitive and have more market share.So,based on the new market strategy,Bosch can keep the products with higher quality performance and excellent reputation as before.And face to the serious competitive market and price war with cost control.Then it can keep the owning market share and extending the business and getting more market share.