博世汽车服务方案事业部中国市场营销策略研究

发布时间：2017-12-27 08:58

本文关键词：博世汽车服务方案事业部中国市场营销策略研究　出处：《上海交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着国内汽车市场连续几年的爆发,中国汽车保有量达到了一个新的量级。同时随着国内多家品牌在汽车销售市场的上的激烈竞争,在汽车销售市场上的利润在不断缩小。在两种形势的共同作用下,汽车售后市场成为了逐渐替代汽车销售的新的利润增长点。但是在这样一个处在上升期的市场上,博世的年销售额增长率却在出现不断的下降,并且开始低于整个汽车售后市场行业的整体增长率,这和博世集团所制定的要求增长率高于行业普遍增长水平的公司战略相背离,是博世集团不可接受的。为了解决这个问题,首先对宏观环境和行业环境进行分析,之后结合公司内部环境的分析,找出销售增长率下降的原因。这其中会利用SWOT和STP的分析方法。发现原因其实是由于过度依赖大客户,并且没有针对不同细分市场的特点进行公司内部的合理资源分配。最后针对这个问题,给出了针对与不同细分市场采用不同的产品,定价,品牌以及销售模式的建议。这些建议可以帮助博世汽车服务方案事业部针对不同的细分市场采用更加有效的营销手段,提高市场针对性,从而获得更高的市场占有率。以此达到遏制销售额增长率下降的效果,使得博世汽车服务方案事业部能够跟得上博世集团的增长战略要求。
[Abstract]:With the outbreak of the domestic automobile market for several years, the amount of automobile ownership in China has reached a new magnitude. At the same time, with the fierce competition of many domestic brands in the car market, the profit in the car market is shrinking. Under the joint action of the two situations, the automobile after sale market has become a new profit growth point that gradually replaced the car sales. But in a rising market, BOSCH's annual sales growth rate has appeared in decline, and start the whole car market is lower than the customer service industry overall growth rate, the formulation of the requirements and the BOSCH group's growth rate is higher than the industry growth in general level of corporate strategy deviates, BOSCH group is not accept. To solve this problem, we first analyze the macro environment and the industry environment, and then find out the reasons for the decline in sales growth based on the analysis of the company's internal environment. This will make use of the SWOT and STP analysis methods. The reason is that the reason is that it is due to excessive reliance on large customers, and does not allocate reasonable resources within the company for the characteristics of different segments of the market. Finally, in view of this problem, some suggestions for different products, pricing, brand and sales model are given for different segments of the market. These suggestions can help BOSCH automobile service program department to adopt more effective marketing methods for different market segments, improve market pertinence, and achieve higher market share. In order to curb the decline in sales growth, the BOSCH Auto Services Department will be able to keep up with the BOSCH group's growth strategy.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471;F274

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