本文以BS公司在中国汽车零部件售后市场营销渠道的改进为例。运用市场营销原理,
特别是营销渠道的相关理论,结合对目前市场营销环境变化的分析,得出BS公司发展瓶
颈问题所在。同时也借助PEST, SWOT等分析工具对BS公司所处的环境、产业竞争格局和
发展趋势进行了深入的分析研宄。对其营销渠道变革提供理论上的依据,提出相应的营销
渠道发展策略,以巩固和进一步提高BS公司在国内汽车零部件市场上的领先地位。

BS公司渠道变革,既带来了市场份额的增长,也展现了全球著名汽车零部件供应商
在营销策略方面的竞争优势。在此基础上进行了思考和总结,其他品牌的汽车零部件生产
企业在中国汽车售后市场所面临同样的困境,BS营销渠道改进的成功在一定程度上为同
行提供了许多宝贵的经验和启示。

关键词:汽车零部件;汽车售后市场;营销渠道;二级渠道
ABSTRACT
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.
Keywords: automotive aftermarket; automotive parts; marketing channel; secondary channel