Research On The Marketing Strategies Of Bosch Household Electric Appliance Company In Dalian

Since reform and opening-up over the past 30 years, the household appliances trade of our country got fast development, Become one of the highest trade of market-oriented degree. The household appliances trade of our country has already been in the mature period of industry life period at present. Show mainly, the enterprise of the household appliances is under the era of the meager profit and condition of buyer's market of the keen competition. From the 20th century 90s, some foreign household appliances corporation have begun to enter the Chinese market. In 2003, after China joined WTO, many famous foreign household appliances corporation accelerated the pace of entering the Chinese market and possessed more than half market share of Chinese household appliances. At the same time, many Chinese domestic household appliances corporation also put their sights on the international market, so it is very essential to understand and learn some excellent foreign corporation, because it can tell us how to face the international challenge and make our products abroad.This essay mainly introduces the internationally renowned companies-BSH Home Appliances Co., Ltd. how to manage and generalize the second brand when the first brand succeeded: the company constitutes and implements the marketing strategy made the company's market share gradually increased and eventually reached BOSCH and SIEMENS(BS) pairs of brand market share maximization. The essay carries out market competitive analysis for BOSCH including the history and present situation of household appliances trade. With the use of SWOT matrix, it makes out inferior position and the advantage of the market competition of BOSCH, as well as the challenge and opportunity. The essay introduces various measures of marketing in every respect and achieving the market target of BOSCH, and tell us the measures to ensure the effective implementation of marketing strategy.Hoping that this essay will enable us have a reference to work in the future and also make us have a dialectical view of outstanding business, we can learn their excellent marketing strategy and advanced marketing concept.