Mogul In The Chinese Auto Market After The Marketing Strategy Research

In the 21th century, Chinese living standard continuously rise up with GDP fast growth after accession to the WTO, and family car speed up the universal stage . Especially in the past five years, the auto demand and vehicle population appear a trend of fast growth. In 2007, China's vehicle sales volume reach 8.49 mill, increase 18% than last year, meanwhile, vehicle population break through 35 mill, exceed most developed country like Japan and German, rank the second automotive consumer all over the world, furthermore, as a result of the situation, the China 's automotive aftermarket was driven forward.The automotive aftermarket owns its patular characteristic in different country. In the mature market, the aftermarket operation of Auto makers and spare parts manufacture have the samilar rules, besides, the unique features among North America, west Europe and Japan. Within the last twenty years, the spare parts industry continue reform, merger and acquisition, but the automotive aftermarket retain the stable developing state, at the same time, developing contries such as China, Russia, India become the main competitive battlefield, in these market, the globe players try their best to achieve their high target and get high market in Chinese automotive aftermarket, which will lead to success of their globe strategy.Federal Mogul Group is one of leading automotive spare parts supplier and important globe aftermarket player, but his step in Chinese aftermarket is other than other international company. Federal Mogul have to deal with many problems, such as advanced management tools, technical abilities, local market situation and Federal Mogul world-wide advantages, to gain the success in Chinese market.This dissertation is established in the precise analysis to globe mature aftermarket and newest Chinese market environment, at the same time, closely combine with Federal Mogul's aftermarket operation. I also try to research in different views from theory to practice, from macro to micro analysis, which include the PEST analysis to domestic automotive aftermarket environment, the Five-Force competitive Model to industrial competition, SWOT methods to Federal Mogul aftermarket business in China. In the end, I put forword the best practice for Federal Mogul is that the current situation and marketing stategy must integrate domestic market resources, to make use of advanced marketing and customer resource management tools, eventually, to achieve stable fast growth by differentcial competition. The dissertation also try to reach agreements between conclusions and forward-looking perspective, practicality and feasibility...