Bosch China Marketing Strategy Of The Parking Auxiliary Products Research

19.3million vehicles has been sell in China in2012, China has became to the biggestautomotive production country and also the biggest new vehicle sales country in the world.According to the forecast of Chinese Automotive Industrial Association, accompany withthe steady increase of automotive industry and vehicle volume, the development ofautomotive parts industry is exceeding automotive industry. The related data shows,between2011and2015, the average increase speed of automotive parts industry willmaintain about11%, and the market capacity will reach3200billion CNY in2015, sharedby10000companies. Meanwhile, accompany with the development of China’s legalsystem and consumption concept, the car makers request more and more to the supplier onprice, quality and service. So the competition situation between automotive parts producerwill strengthen in the future. As Bosch who is focus on local market should well considerself-status and environment of Chinese market, to establish an effective marketing strategy.Bosch Automotive Parts (Suzhou) Company is one of the plants of German Bosch;main products are Chassis Control System, Parking Maneuver Assistance (PMA) and CarMulti-media System. Bosch PMA insists local to local principle of management, facingnumerous local competitors, how keep competitive advantage in a more and more rigorouscompetition and expand the market share have already become the realistic problem.Under the marketing theory and strategy, we analyzed the market environment andcompetition status, segment market, choose target market and fixed position, tried to findout a corresponding and more beneficial marketing strategy for Bosch PMA, hope to keepBosch PMA’s leadership position and keep on a stable health development.