| The Chinese automobile market has achieved fast development in the past thirty years.Since 2009,China has become the world’s largest automobile production and consumption country.In 2017,the sales volume of light vehicles reached 27.5 million.Major global international automobile companies and Chinese own brands have increased their investment in China and formulated long-term development strategies in China market.2018 showed the first decline in sales volume in China market history.Automakers and component suppliers are facing downward pressure on sales.They have lowered their growth expectations for the Chinese market and adopted various measures to ensure survival and development.Continental Group has been deeply cultivating in the Chinese auto market for more than 20 years.The market share of existing products has reached more than 50%.The traditional business has been saturated and has encountered the ceiling of continued development.Faced with the pressure of declining sales in China’s auto market and the pressure of customers to reduce prices,it is a fact that performance has declined.In order to reopen the channel for rising sales,the introduction of new products is a top priority,and the development of new businesses is most important.This thesis studies the business development of Continental ’s automotive washing systems in China and analyzes the competitive environment of the Chinese automotive market and trends in the automotive washing system industry to find a way for Continental ’s washing systems business to be growth.This paper introduces the development of Continental China and the business overview of Continental ’s automotive washing systems.It discusses the problems of Continental ’s automotive washing systems in China and analyzes the causes of the problems due to the lack of a localization strategy for China.Use the PEST model analysis method to carry out market analysis on the market environment of China’s automobile washing system,and forecast the development of the China automobile market from the economic,political,social,and technical perspectives,and look for opportunities for the development of automobile washing systems in the China market.The five-force model analysis method of Michael Porter was used to analyze the competition situation of China’s automobile washing system,the situation of Continental’s products entering the market,and five factors affecting business development were explained.The SWOT analysis method was used to analyze the internal strengths and weaknesses,external opportunities and threats of Continental’s automotive washing system business in China.By summarizing the above analysis results and conducting research,it is proposed that Continental’s automotive washing system business should be based on cost leadership strategies and supplemented by differentiation strategies in the market development in China.Promote the application of new products while meeting customer price requirements.We need to find the best local raw material suppliers,the best production plants,and localize R&D technology to strengthen domestic R& D strength,and work with customers to develop washing for L3 and above autonomous driving,in accordance with product technology requirements System to introduce the first international technology to enhance the competitiveness of domestic customers and meet market demand.Finally,safeguard measures were formulated from the organizational structure,production resources,human resources,and financial resources in China to support the development of Continental’s automotive washing system business in China. |
