| With the rapid growth of China economy,people’s consumption level is rising constantly.At the same time,the government published kinds of policies in new car selling to stimulate consumption.The car is becoming consumer goods from luxury goods in the past.With the automotive industry going to mature,the aftermarket of China is growing faster and faster.In China aftermarket,car care and maintenance business are part of fantastic businesses.In such economic environment,M Company setup the car care and maintenance business in China long ago.In the past 30 years,M China car care and maintenance business had rapid growth.However,in recent years,due to internal and external challenges and pressures,the business growth froze and the market share declined.In this study,we use kinds of marketing theories and tools to analyst M China car care and maintenance business based on the external and internal situation to find the root cause which led to the erosion of business and market share,then we will design a proposal for M China to set new marketing strategy in car care and maintenance business.Through this research,we can setup a bridge between marketing theories and company operation.We do not only provide a solution to help the enterprise’s business growth,but also develop a new way of faster growth for the entire China car care and maintenance business. |
