BS Trading (Shanghai) Co., Ltd Secondary Marketing Channel Problems And Countermeasures Research

With the continuous and rapid growth of car ownership in recent years in China, the auto parts aftermarket has been developed quickly, also making the competition in the same industry fiercer. The current market environment has been changed, so graping the marketing channel has be a success way for the enterprise.The improvement to the China’s auto parts aftermarket marketing channels by the Bosch Company is as an example in the document. The application of the marketing management principle, especially for the relative theory of the marketing channel, and the combination of the analysis to the current marketing environment changes can find out the Bosch’s development bottleneck problem. With the help of the analysis tool PEST and SWOT, the in-depth analysis and research is done for the Bosch company’s environment, industry competition pattern and development tread. This paper will provide the theory basis to the marketing channel revolution and propose the corresponding marketing channel development strategy, to keep and further improve the Bosch Company’s leading position in the domestic auto parts market.The Bosch’s channel innovation not only brings the growth in market share but also shows the competitive advantage of the world’s leading automotive parts suppliers on the marketing strategy. Based on the thinking and summary for this, the other auto parts manufacturers also face the same problem on the automotive aftermarket in China, so the Bosch’s success to the marketing channel improvement will provide many valuable experience and revelation to the competitors.